Purpose: The objectives of this research are to differentiate mobile internet users in terms of their physical context orientation and identify market segments that help companies and policy makers address user needs and behaviors. Design/methodology/approach: Two methodologies - focus groups...

Purpose: The purpose of this study was to examine the differential effects of Location Based mobile advertisements on men and women in work leisure situations. Design/methodology/approach: The study conducted was in a scenario based experimental design in the 2X2X2 ANOVA format. Independent...

The growing population and rising incomes of emerging markets have captured the attention of marketers, including marketers of durable goods who have introduced a wide variety of models and features in rapid succession. In this paper, using data from Indian households, we determine the...

The ubiquitous diffusion of wearable Internet of Things (IOT) devices is leading to growing concerns regarding the privacy, security, and potential misuse of the large volume of generated data. In this manuscript, we examine how wearable IOT devices and related businesses can violate or bypass...

Effective marketing depends on knowledge of customer behavior and competition. This is especially true for Location Based marketers who risk sending alerts at inopportune moments or to the wrong targets. This study analyzes check-ins around Times Square in New York City using Foursquare, a...

With the explosion of the mobile web, companies and brands are relying more and more on inbound marketing, focusing on generating dialogues and providing customers with more relevant and customized ad content. Interruptions, which were often used as attention-grabbing tactics, seem to be...

This chapter presents our perspective on the evolution of m-commerce in India, where the telecommunications sector was privatized in 1992 and further deregulated in 1999. The chapter introduces the leading mobile telecom players and relates them to the emerging trends. Intertwined with this...

Purpose – The purpose of this paper is to demonstrate how to design better awareness and memory of product information using mobile coupon campaigns among those who do not redeem the coupons. Design/methodology/approach – The research involves two field experiments with a Mid Western mobile...

Purpose – The purpose of this paper is to illustrate how managers can strategize different aspects of mobile coupon promotions to enhance their redemption rates. Design/methodology/approach – A secondary data set of campaign designs and responses were provided by a Midwestern mobile...