Fang, Zheng; Gu, Bin; Luo, Xueming; Xu, Yunjie (Calvin) - 2017
Can location-based mobile promotion (LMP) trigger contemporaneous and delayed sales purchases? As mobile technologies can reach users anywhere and anytime, LMP becomes a promising new channel. We unravel the dynamic sales impact of LMP on the basis of a randomized field experiment with 22,000...