Browsing by Author "Freisl, Philipp Marco"
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- Geo-fencing and geo-conquesting in comparison : gender differences and the impact of expiry, groups and framingPublication . Freisl, Philipp Marco; Costa, Cláudia Isabel de SousaWhile the importance of digital marketing grows constantly, mobile establishes itself as a foundational marketing channel. Increasing ownership and engagement with mobile devices creates exceptional opportunities for location-based advertising (LBA), but its effectiveness and important conditions to add additional value are still underexplored. The aim of this study is to measure two mobile marketing tools, Geo-Fencing and Geo-Conquesting, and test redemption rates and consumption levels. Results are analysed according to four different conditions (gender, expiry, groups and framing). We conducted two field experiments in different locations with 320 participants and used coffee as the product stimulus. Overall, 24.7% of the coupons were redeemed (37.5% in Geo- Fencing and 11.9% in Geo-Conquesting) with no significant difference of the strategies in terms of consumption levels. Interestingly, coupons with longer expiration length are more effective than with shorter expiration length in Geo-Conquesting. Also, when the consumers receive the promotion in a group in Geo-Fencing, they are more likely to redeem. Framing effects and gender did not respond differently to the strategies. Our results contribute to a better understanding of LBA strategies and provide a critical baseline for marketers. Our findings suggest that Geo-Fencing is more effective than Geo- Conquesting in terms of redemption, in which firms should target groups of both genders. To generate additional sales through Geo-Conquesting, firms should offer their promotions with a longer expiration length.