No lugar certo, na hora certa: revisão e agenda de pesquisa sobre mobile marketing com base em geolocalização

Autores

DOI:

https://doi.org/10.5585/remark.v20i2.18713

Palavras-chave:

Geolocalização, Marketing com base na localização, Mobile marketing, Varejo, Aquisição de tráfego

Resumo

Objetivo: Com base na presença cada vez mais difundida do celular no contexto do varejo, o objetivo da presente pesquisa é examinar os efeitos potenciais do conteúdo da mensagem móvel e dos dados de geolocalização como motivadores de visitas às lojas, conectando os esforços online ao comportamento offline.

 Método: Este artigo fornece uma revisão da literatura sobre o que se sabe a respeito dos temas mobile marketing, comunicação baseada em localização e o efeito de notificações push nas atitudes e comportamento dos clientes.

Resultados: Sintetizamos argumentos para notificações push baseadas em localização relacionadas a visitas ao site offline e oferta de cupons, conteúdo personalizado e de alto envolvimento. Com base em várias descobertas de marketing, identificamos um conjunto de proposições.

Contribuições teóricas: Esta revisão pretende contribuir para as teorias de mobile marketing, comportamento do cliente omnicanal e também para a compreensão das promoções baseadas em geolocalização. Ao identificar estratégias que os profissionais de marketing podem empregar para promoções mais eficazes, a presente revisão fornece uma estrutura abrangente para sintetizar as descobertas atuais no marketing baseado em geolocalização e identifica lacunas em nosso conhecimento atual, a fim de estimular o desenvolvimento de pesquisas neste campo.

Implicações gerenciais: A principal suposição que apoia o artigo é a de que o conteúdo e o momento da mensagem (considerando a geolocalização do cliente) aumentam as visitas à loja física. O contexto e a conveniência são apresentados como os principais impulsionadores do efeito (visitas ao ponto de venda físico geradas por notificações móveis), considerando que o contexto e a conveniência são representados pela geolocalização e pelo conteúdo da mensagem. Isso fornece a base para um modelo de estratégias de mobile marketing para que empresas atraiam clientes para locais físicos. A contribuição desta revisão está em iluminar o caminho da ativação mobile na estratégia de cross-channel do varejo.

Downloads

Não há dados estatísticos.

Biografia do Autor

Annaysa Salvador Muniz Kamiya, Centro Universitário FEI

Doutorado em Administração

Diana Sinclair Pereira Branisso, FGV Eaesp

Doutorado em Administração

Referências

Aguirre, E., Roggeveen, A. L., Grewal, D., & Wetzels, M. (2016). The personalization-privacy paradox: implications for new media. Journal of Consumer Marketing, 33(2), 98–110. https://doi.org/10.1108/JCM-06-2015-1458

Andrade, E. B., Kaltcheva, V., & Weitz, B. (2002). Self-Disclosure on the Web: The Impact of Privacy Policy, Reward, and Company Reputation. Advances in Consumer Research, 29(1), 350–354.

Andrews, M., Goehring, J., Hui, S., Pancras, J., & Thornswood, L. (2016). Mobile Promotions: A Framework and Research Priorities. Journal of Interactive Marketing, 34, 15–24. https://doi.org/10.1016/j.intmar.2016.03.004

Bakopoulos, V., Baronello, J., & Briggs, R. (2017). How Brands Can Make Smarter Decisions in Mobile Marketing. Journal of Advertising Research, 57(4), 447–461. https://doi.org/10.2501/JAR-2017-052

Barwise, P., & Strong, C. (2002). Permission-Based Mobile Background: the Growth of Mobile. Journal of Interactive Marketing, 16(1), 14–24.

Bauer, H. H., Reichardt, T., Barnes, S. J., & Marcus, M. N. (2005). Driving Consumer Acceptance of Location-Based Services in Mobile Applications: A Theoretical Framework and an Empirical Study. Journal of Electronic Commerce Research, 6(3), 181–192.

Beeck, I., & Toporowski, W. (2017). When location and content matter: effects of mobile messages on intention to redeem. International Journal of Retail & Distribution Management, 45(7/8), 826–843. https://doi.org/10.1108/IJRDM-09-2016-0171

Bellman, S., Potter, R. F., Treleaven-Hassard, S., Robinson, J. A., & Varan, D. (2011). The Effectiveness of Branded Mobile Phone Apps. Journal of Interactive Marketing, 25(4), 191–200. https://doi.org/10.1016/j.intmar.2011.06.001

Bonilla, C. A., Merigó, J. M., & Torres-Abad, C. (2015). Economics in Latin America: a bibliometric analysis. Scientometrics, 105(2), 1239–1252. https://doi.org/10.1007/s11192-015-1747-7

Chaparro-Peláez, J., Agudo-Peregrina, Á. F., & Pascual-Miguel, F. J. (2016). Conjoint analysis of drivers and inhibitors of e-commerce adoption. Journal of Business Research, 69(4), 1277–1282. https://doi.org/10.1016/j.jbusres.2015.10.092

Chiang, I.-P., Lin, C.-Y., & Huang, C.-H. (2018). Measuring The Effects of Online-to-Offline Marketing. Contemporary Management Research, 14(3), 167–190. https://doi.org/10.7903/cmr.18462

Cliquet, G. (2021). From Geomarketing to Spatial Marketing. In S. Colombo (Ed.), Spatial Economics Volume II: Vol. II (pp. 277–305). https://doi.org/10.1007/978-3-030-40094-1_10

Comscore. (2018). Global Digital Future in Focus - 2018 International Edition. Retrieved from https://www.comscore.com/Insights/Presentations-and-Whitepapers/2018/Global-Digital-Future-in-Focus-2018

Daft, R. L., Lengel, R. H., & Trevino, L. K. (1987). Message Equivocality, Media Selection, and Manager Performance: Implications for Information Systems. MIS Quarterly, 11(3), 355. https://doi.org/10.2307/248682

Danaher, P. J., Smith, M. S., Ranasinghe, K., & Danaher, T. S. (2015). Where, When, and how Long: Factors that Influence the Redemption of Mobile Phone Coupons. Journal of Marketing Research, 52(5), 710–725. https://doi.org/10.1509/jmr.13.0341

Davis, F. D. (1989). Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS Quarterly, 13(3), 319. https://doi.org/10.2307/249008

Dholakia, U. M., Kahn, B. E., Reeves, R., Rindfleisch, A., Stewart, D., & Taylor, E. (2010). Consumer Behavior in a Multichannel, Multimedia Retailing Environment. Journal of Interactive Marketing, 24(2), 86–95. https://doi.org/10.1016/j.intmar.2010.02.005

Dubé, J., Fang, Z., Fong, N., & Luo, X. (2017). Competitive Price Targeting with Smartphone Coupons. Marketing Science, 36(6), 944–975. https://doi.org/10.1287/mksc.2017.1042

Eastin, M. S., Brinson, N. H., Doorey, A., & Wilcox, G. (2016). Living in a big data world: Predicting mobile commerce activity through privacy concerns. Computers in Human Behavior, 58, 214–220. https://doi.org/10.1016/j.chb.2015.12.050

eMarketer. (2018). Mobile Trends 2019 10 Predictions for What Marketers Can Expect. Retrieved from https://www.emarketer.com/content/mobile-trends-2019

Faqih, K. M. S., & Jaradat, M. I. R. M. (2015). Assessing the moderating effect of gender differences and individualism-collectivism at individual-level on the adoption of mobile commerce technology: TAM3 perspective. Journal of Retailing and Consumer Services, 22, 37–52. https://doi.org/10.1016/j.jretconser.2014.09.006

Fong, N. M., Fang, Z., & Luo, X. (2015). Geo-Conquesting: Competitive Locational Targeting of Mobile Promotions. Journal of Marketing Research, 52(5), 726–735. https://doi.org/10.1509/jmr.14.0229

Fulgoni, G. M., & Lipsman, A. (2016). The future of retail is mobile: How mobile marketing dynamics are shaping the future of retail. Journal of Advertising Research, 56(4), 346–351. https://doi.org/10.2501/JAR-2016-041

Ghose, A., Li, B., & Liu, S. (2015). Digitizing Offline Shopping Behavior Towards Mobile Marketing. International Conference on Information Systems, 1–15.

Ghose, A., Li, B., & Liu, S. (2019). Mobile Targeting Using Customer Trajectory Patterns. Management Science, 65(11), 5027–5049. https://doi.org/10.1287/mnsc.2018.3188

Giovannini, C. J., Ferreira, J. B., Silva, J. F. da, & Ferreira, D. B. (2015). The effects of trust transference, mobile attributes and enjoyment on mobile trust. BAR - Brazilian Administration Review, 12(1), 88–108. https://doi.org/10.1590/1807-7692bar2015140052

Grewal, D., Ahlbom, C.-P., Beitelspacher, L., Noble, S. M., & Nordfält, J. (2018). In-Store Mobile Phone Use and Customer Shopping Behavior: Evidence from the Field. Journal of Marketing, 82(4), 102–126. https://doi.org/10.1509/jm.17.0277

Grewal, D., Bart, Y., Spann, M., & Zubcsek, P. P. (2016). Mobile Advertising: A Framework and Research Agenda. Journal of Interactive Marketing, 34, 3–14. https://doi.org/10.1016/j.intmar.2016.03.003

Groß, M. (2015). Mobile shopping: a classification framework and literature review. International Journal of Retail & Distribution Management, 43(3), 221–241. https://doi.org/10.1108/IJRDM-06-2013-0119

Gupta, A., & Arora, N. (2017). Understanding determinants and barriers of mobile shopping adoption using behavioral reasoning theory. Journal of Retailing and Consumer Services, 36(December 2016), 1–7. https://doi.org/10.1016/j.jretconser.2016.12.012

Gutierrez, A., O’Leary, S., Rana, N. P., Dwivedi, Y. K., & Calle, T. (2019). Using privacy calculus theory to explore entrepreneurial directions in mobile location-based advertising: Identifying intrusiveness as the critical risk factor. Computers in Human Behavior, 95(September 2018), 295–306. https://doi.org/10.1016/j.chb.2018.09.015

Hofacker, C. F., de Ruyter, K., Lurie, N. H., Manchanda, P., & Donaldson, J. (2016). Gamification and Mobile Marketing Effectiveness. Journal of Interactive Marketing, 34(2016), 25–36. https://doi.org/10.1016/j.intmar.2016.03.001

Högberg, J., Wästlund, E., Aas, T. H., Hjemdahl, K., & Nordgård, D. (2020). Herding the

Hordes: Using Location-Based Services and Mobile Messaging to Affect Visitor Behavior. Journal of Hospitality & Tourism Research, 44(5), 870–878. https://doi.org/10.1177/1096348020912449

Hubert, M., Blut, M., Brock, C., Backhaus, C., & Eberhardt, T. (2017). Acceptance of Smartphone-Based Mobile Shopping: Mobile Benefits, Customer Characteristics, Perceived Risks, and the Impact of Application Context. Psychology & Marketing, 34(2), 175–194. https://doi.org/10.1002/mar.20982

Hui, S. K., Inman, J. J., Huang, Y., & Suher, J. (2013). The Effect of In-Store Travel Distance on Unplanned Spending: Applications to Mobile Promotion Strategies. Journal of Marketing, 77(2), 1–16. https://doi.org/10.1509/jm.11.0436

Ieva, M., Ziliani, C., Gázquez-Abad, J. C., & D’Attoma, I. (2018). Online versus Offline

Promotional Communication. Journal of Advertising Research, 58(3), 338–348. https://doi.org/10.2501/JAR-2017-040

Kim, T., Barasz, K., & John, L. K. (2019). Why Am I Seeing This Ad? The Effect of Ad Transparency on Ad Effectiveness. Journal of Consumer Research, 45(5), 906–932. https://doi.org/10.1093/jcr/ucy039

Klabjan, D., & Pei, J. (2011). In-store one-to-one marketing. Journal of Retailing and Consumer Services, 18(1), 64–73. https://doi.org/10.1016/j.jretconser.2010.09.012

Luo, X., Andrews, M., Fang, Z., & Phang, C. W. (2014). Mobile Targeting. Management Science, 60(7), 1738–1756. https://doi.org/10.1287/mnsc.2013.1836

Maity, M., & Dass, M. (2014). Consumer decision-making across modern and traditional channels: E-commerce, m-commerce, in-store. Decision Support Systems, 61(1), 34–46. https://doi.org/10.1016/j.dss.2014.01.008

Melumad, S., & Pham, M. T. (2020). The Smartphone as a Pacifying Technology. Journal of Consumer Research, 0. https://doi.org/10.1093/jcr/ucaa005

MMA. (2019). Location terminology guide: The language of location. Retrieved from http://www.mmaglobal.com/documents/location-terminology-guide%0A

Molitor, D., Reichhart, P., Spann, M., & Ghose, A. (2015). Measuring the Effectiveness of

Location-Based Pull Advertising: A Randomized Field Experiment. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.2645281

Pantano, E., & Gandini, A. (2018). Shopping as a “networked experience”: an emerging framework in the retail industry. International Journal of Retail and Distribution Management, 46(7), 690–704. https://doi.org/10.1108/IJRDM-01-2018-0024

Pantano, E., & Priporas, C.-V. (2016). The effect of mobile retailing on consumers’ purchasing experiences: A dynamic perspective. Computers in Human Behavior, 61, 548–555. https://doi.org/10.1016/j.chb.2016.03.071

Parasuraman, A., & Colby, C. L. (2015). An Updated and Streamlined Technology Readiness Index. Journal of Service Research, 18(1), 59–74. https://doi.org/10.1177/1094670514539730

Patsiotis, A., Atik, M., & Perrea, T. (2020). The influence of m-marketing tools on consumer buying process: evidence from the dining sector. International Journal of Retail & Distribution Management, 48(10), 1037–1056. https://doi.org/10.1108/IJRDM-06-2018-0109

PushCrew. (2018). The State of Web Push Notifications. Retrieved from https://medium.com/the-pushcrew-journal/2018s-most-comprehensive-report-on-push-notification-usage-and-use-cases-dd12a47111b7

Rogers, E. M. (1983). Diffusion of Innovation. New York: The Free Press.

San-Martín, S., Prodanova, J., & López Catalán, B. (2016). What makes services customers say “buy it with a mobile phone”? Journal of Services Marketing, 30(6), 601–614. https://doi.org/10.1108/JSM-02-2015-0081

Scharl, A., Dickinger, A., & Murphy, J. (2005). Diffusion and success factors of mobile marketing. Electronic Commerce Research and Applications, 4(2), 159–173. https://doi.org/10.1016/j.elerap.2004.10.006

Shankar, V., Kleijnen, M., Ramanathan, S., Rizley, R., Holland, S., & Morrissey, S. (2016). Mobile Shopper Marketing: Key Issues, Current Insights, and Future Research Avenues. Journal of Interactive Marketing, 34, 37–48. https://doi.org/10.1016/j.intmar.2016.03.002

Shankar, V., Venkatesh, A., Hofacker, C., & Naik, P. (2010). Mobile marketing in the retailing environment: Current insights and future research avenues. Journal of Interactive Marketing, 24(2), 111–120. https://doi.org/10.1016/j.intmar.2010.02.006

Sohn, S., Seegebarth, B., & Moritz, M. (2017). The Impact of Perceived Visual Complexity of Mobile Online Shops on User’s Satisfaction. Psychology & Marketing, 34(2), 195–214. https://doi.org/10.1002/mar.20983

Statista. (2019). E-commerce share of total global retail sales from 2015 to 2023. Retrieved from https://www.statista.com/statistics/534123/e-commerce-share-of-retail-sales-worldwide

Sultan, F., & Rohm, A. (2005). The coming era of “brand in the hand” marketing. MIT Sloan Management Review, 47(1).

Tang, D., Yang, Y., Yan, Y., & Zhou, M. (2016). What determines online consumers to migrate from PCs to mobile devices? - An empirical approach on consumers’ internet cross-channel behaviours. International Journal of Services Technology and Management, 22(1/2), 46. https://doi.org/10.1504/IJSTM.2016.077656

Tong, S., Luo, X., & Xu, B. (2020). Personalized mobile marketing strategies. Journal of the Academy of Marketing Science, 48(1), 64–78. https://doi.org/10.1007/s11747-019-00693-3

Tsang, M. M., Ho, S.-C., & Liang, T.-P. (2004). Consumer Attitudes Toward Mobile Advertising: An Empirical Study. International Journal of Electronic Commerce, 8(3), 65–78. https://doi.org/10.1080/10864415.2004.11044301

Tseng, F.-C., Cheng, T. C. E., Li, K., & Teng, C.-I. (2017). How does media richness contribute to customer loyalty to mobile instant messaging? Internet Research, 27(3), 520–537. https://doi.org/10.1108/IntR-06-2016-0181

Tseng, F., Cheng, T. C. E., Yu, P.-L., Huang, T.-L., & Teng, C.-I. (2019). Media richness, social presence and loyalty to mobile instant messaging. Industrial Management & Data Systems, 119(6), 1357–1373. https://doi.org/10.1108/IMDS-09-2018-0415

Van der Heijden. (2004). User Acceptance of Hedonic Information Systems. MIS Quarterly, 28(4), 695. https://doi.org/10.2307/25148660

Venkatesh, Morris, Davis, & Davis. (2003). User Acceptance of Information Technology: Toward a Unified View. MIS Quarterly, 27(3), 425. https://doi.org/10.2307/30036540

Verhoef, P. C., Stephen, A. T., Kannan, P. K., Luo, X., Abhishek, V., Andrews, M., … Zhang, Y. (2017). Consumer Connectivity in a Complex, Technology-enabled, and Mobile-oriented World with Smart Products. Journal of Interactive Marketing, 40, 1–8. https://doi.org/10.1016/j.intmar.2017.06.001

Wang, R. J.-H., Malthouse, E. C., & Krishnamurthi, L. (2015). On the Go: How Mobile Shopping Affects Customer Purchase Behavior. Journal of Retailing, 91(2), 217–234. https://doi.org/10.1016/j.jretai.2015.01.002

Xu, H., Teo, H., Tan, B. C. Y., & Agarwal, R. (2009). The Role of Push-Pull Technology in Privacy Calculus: The Case of Location-Based Services. Journal of Management Information Systems, 26(3), 135–174. https://doi.org/10.2753/MIS0742-1222260305

Zhang, J., & Mao, E. (2008). Understanding the acceptance of mobile SMS advertising among young Chinese consumers. Psychology and Marketing, 25(8), 787–805. https://doi.org/10.1002/mar.20239

Downloads

Publicado

14.06.2021

Como Citar

Kamiya, A. S. M., & Branisso, D. S. P. (2021). No lugar certo, na hora certa: revisão e agenda de pesquisa sobre mobile marketing com base em geolocalização. ReMark - Revista Brasileira De Marketing, 20(2), 199–225. https://doi.org/10.5585/remark.v20i2.18713

Edição

Seção

Artigos