Geofencing – enhancing the effectiveness of mobile marketing

• Autor(a) principal: Leibbrand, Max Roman
• Data de Publicação: 2017
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10362/28306
• topic: Customer journey; Mobile marketing; Consumer acceptance; Geofencing; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

With the increasing market penetration of smartphones and the emergence of high speed wireless data transmission technologies, the global advertising industry is highly interested in using the mobile channel for marketing purposes. Despite the increasing number of companies now spending more money on mobile marketing than on any other marketing channel, the nature and characteristics of this channel implicate limitations. Underlying research shows that consumers’ acceptance of the mobile channel for promotional purposes is closely linked to the personalization and the situational relevance of presented content. This work project addresses the issue of consumer acceptance and demonstrates, how Geofencing can enhance the effectiveness of mobile marketing campaigns.