Driving Frequency with Mobile Social Networks (MSN) and the Mediating Effects of Price and Quota Promotions
William F. Humphrey, Jr. and Debra A. Laverie
Abstract:
Consumer adoption of both smartphone technology and social media provides new opportunities for marketers to observe and influence consumer behavior. Specifically, adoption of Mobile Social Networks (MSNs), social networks where location and status is broadcast to a participant's network, provides a unique opportunity to test shopping behavior and brand selection. By proposing a model of behaviors of consumers who receive an offer versus those who receive no offer, a pattern of frequency is...