In the right place at the right time: A review of mobile location-based marketing and a research agenda

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Revista Brasileira de Marketing
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KAMIYA, A. S. M.; BRANISSO, D. S. P. In the right place at the right time: A review of mobile location-based marketing and a research agenda. Revista Brasileira de Marketing, v. 20, n. 2, p. 199-225, jun. 2021.
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Copyright © 2021 Korean College of Helicobacter and Upper Gastrointestinal Research.Objective: Based on the increasingly pervasive mobile presence in the retail context, the purpose of this study is to examine the potential effects of the mobile message content and geolocation data as drivers of store visits, connecting online efforts to offline behavior. Method: This article provides a review of the literature of what is known about mobile marketing, location-based communication, and push-notification effects on customer attitudes and behavior. Results: The study synthesize arguments for location-based push notifications related to visits to offline sites, coupon offers, and personalized and high-engagement content. Based on numerous findings from marketing and customer research, it identifies a set of general propositions. Theoretical/methodological contributions: This review intends to contribute to theories of mobile marketing, omnichannel customer behavior as well as the understanding of geolocation promotions. By identifying strategies that marketers employ for more effective geolocation promotions, this review provides an overarching framework to synthesize current findings in mobile location-based marketing and identifies gaps in our current knowledge in order to stimulate additional work in this field. Managerial implications: The main assumption behind the article is that the content and the timing of the message (considering the customer’s geolocation) increase visits to offline sites. Context and convenience as the primary drivers of the effect (visits to offline POS generated by mobile notifications), considering that context and convenience are represented by geolocation and message content. This provides the base for a mobile model for companies to attract customers to physical locations This review contributes by shedding light on the path to mobile activation in a cross-channel retail strategy.