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Essays on Mobile Marketing.

Wang, Rebecca Jen-Hui.

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Essays on Mobile Marketing.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Essays on Mobile Marketing./
作者:	Wang, Rebecca Jen-Hui.
出版者:	Ann Arbor : ProQuest Dissertations & Theses, : 2016,
面頁冊數:	201 p.
附註:	Source: Dissertation Abstracts International, Volume: 78-02(E), Section: A.
Contained By:	Dissertation Abstracts International78-02A(E).
標題:	Marketing. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=10160429
ISBN:	9781369153378

Essays on Mobile Marketing.
Wang, Rebecca Jen-Hui.

Essays on Mobile Marketing. - Ann Arbor : ProQuest Dissertations & Theses, 2016 - 201 p.

Source: Dissertation Abstracts International, Volume: 78-02(E), Section: A.

Thesis (Ph.D.)--Northwestern University, 2016.

In this dissertation, I examine the relationship between customers' mobile and personal computer (PC) interactions and their behavioral characteristics in two settings -- buying at an online grocery retailer and accruing points with a loyalty program (LP). Following an introductory overview of the dissertation, the first essay investigates the managerial implications of promoting mobile shopping (M-shopping). In recent years, M-shopping has become increasingly important in marketing and retailing. Using a unique dataset from an Internet-based grocery retailer, I evaluate changes in customers' spending behavior upon adopting M-shopping, i.e., using smartphones or tablets to compose, modify, or place orders online. I find that order rate, i.e., number of orders placed per year, increases as customers become accustomed to M-shopping. Especially for low-spending customers, both their order rate and order size, i.e., the amount of the order in dollars, increase as they incur more M-shopping trips. In addition to the effect on customer's spending behavior, I also find that M-shoppers tend to use mobile devices to shop for habitual products that they already have a history of purchasing. I propose that customers utilize mobile devices because the technology provides convenient access, which leads them to incorporate M-shopping into their habitual routines. Managerially, I recommend that firms should fully leverage their mobile platforms, but they should also keep in mind that mobile devices may not be the most optimal channel for launching new products or promoting products that require more consideration during the buying process.

ISBN: 9781369153378Subjects--Topical Terms:

536353
Marketing.

Essays on Mobile Marketing.
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100 1 $a Wang, Rebecca Jen-Hui. $3 3278837
245 1 0 $a Essays on Mobile Marketing.
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300 $a 201 p.
500 $a Source: Dissertation Abstracts International, Volume: 78-02(E), Section: A.
500 $a Advisers: Lakshman Krishnamurthi; Edward C. Malthouse.
502 $a Thesis (Ph.D.)--Northwestern University, 2016.
520 $a In this dissertation, I examine the relationship between customers' mobile and personal computer (PC) interactions and their behavioral characteristics in two settings -- buying at an online grocery retailer and accruing points with a loyalty program (LP). Following an introductory overview of the dissertation, the first essay investigates the managerial implications of promoting mobile shopping (M-shopping). In recent years, M-shopping has become increasingly important in marketing and retailing. Using a unique dataset from an Internet-based grocery retailer, I evaluate changes in customers' spending behavior upon adopting M-shopping, i.e., using smartphones or tablets to compose, modify, or place orders online. I find that order rate, i.e., number of orders placed per year, increases as customers become accustomed to M-shopping. Especially for low-spending customers, both their order rate and order size, i.e., the amount of the order in dollars, increase as they incur more M-shopping trips. In addition to the effect on customer's spending behavior, I also find that M-shoppers tend to use mobile devices to shop for habitual products that they already have a history of purchasing. I propose that customers utilize mobile devices because the technology provides convenient access, which leads them to incorporate M-shopping into their habitual routines. Managerially, I recommend that firms should fully leverage their mobile platforms, but they should also keep in mind that mobile devices may not be the most optimal channel for launching new products or promoting products that require more consideration during the buying process.
520 $a The second essay examines the tactics a third-party loyalty program (LP) can implement to increase existing members' participations. LPs have a long history in marketing. Maintaining members' continuing interests and point accruals, however, remains a challenge. In this chapter, I use a dataset from a coalition LP that underwent two changes: an addition of a new reward type, Cash, and the launching of new iOS and Android apps. Using propensity score matching, I compare Cash-only adopters, app-only adopters, and Cash-and-app adopters to their control counterparts. I find that after the LP launched the two tactics, those who adopt Cash and/or the app increase their point accruals, and those who adopt both Cash and the app show the most increase. However, the new tactics are not a panacea in solving the challenge of member participation by any means -- members who keep accruing points for the old reward type, Dream, in addition to accruing for Cash, show more increase than those who switch to Cash completely. I also find that app adopters not only accrue more points, they also redeem more rewards, suggesting that the ability to interact with the LP anytime, anywhere allows members to understand and leverage the program better. These findings imply that an LP can encourage point accruals (and hence revenues to the LP company) by not only providing but also communicating its value to the members.
520 $a The third essay extends the second essay by looking at the ways customers interact using digital platforms when they want to use points to redeem different types of rewards. I find that members are more inclined to interact with an LP using PCs when they want to redeem non-monetary rewards, i.e., Dream. Relative to digital interactions performed during the weeks of Dream redemptions, app activities are more likely to occur when members redeem rewards that require less planning or searching, i.e., Cash. Additionally, consistent with existing literature, members accrue more points after they redeem rewards. However, the two types of rewards have different levels of effect on subsequent point accruals. These results add to the existing literature on LPs, which does not examine the different types of rewards nor digital interactions. Findings from my research suggest that contrary to conventional wisdom, reward redemptions should not be perceived as a cost, but as a way to encourage continuing participations. LP managers should also account for members' digital interaction behavior while encouraging reward redemptions and consequently, point accruals and retail spending.
520 $a After the three essays, I summarize my findings and discuss the future landscape of digital and mobile marketing. Unlike traditional advertising channels, mobile devices are characterized by their portable, interactive, immediate, and ubiquitous nature. As such, a firm can enable customers to interact with its brand even when they are on the move. I conclude this dissertation by putting forth forward-looking implications and recommendations that should allow marketers to strategically leverage mobile platforms such as apps, wearables, and mobile-optimized websites to promote customer interactions and brand loyalty.
590 $a School code: 0163.
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