How location-based message characteristics lead to message value and store visit attitudes: An empirical study
Conference
Having customers decide to enter a store is an important prerequisite for retail success and seems to demand even more attention nowadays given the transformation of retail into a highly competitive and complex multi-channel industry (cf. Pantano, Priporas, Sorace, and Iazzolino, 2017).
Surprisingly, except for some pioneering exploratory research into how interactive technology in storefronts can be used to communicate with passers-by (see Pantano, 2016), the role of advanced technology in store entry decision-making has largely been left unaddressed. This has motivated us to setup this study into the effects of location-based messaging (LBM), that is, the sending of marketer-controlled information tailored to customers’ geographic position (Bruner and Kumar, 2007, p.4).