Mobile Shopper Marketing: Assessing the Impact of Mobile Technology on Consumer Path to Purchase

Abstract

We review the implications of the mobile technology for different stages of the consumer path to purchase including awareness, search, evaluation, store visit, and product choice. Real-time and location-specific access to information and products are identified as distinguishing characteristics of mobile devices. While the literature on digital marketing is well developed, knowledge of the effects on the consumer path to purchase in the presence of dynamic and location-specific information is still scarce. Path to purchase models need to recognize the central and powerful role of user-generated content. Better management of marketing resources would require models that connect investments in mobile marketing to sales, and also model the synergies among different digital and offline media. We conclude with a framework that connects mobile media impressions to product choice, in the presence of other marketing media, and consumer and firm feedback loops.

Citation

Baik, A., Venkatesan, R. and Farris, P. (2014), "Mobile Shopper Marketing: Assessing the Impact of Mobile Technology on Consumer Path to Purchase", Shopper Marketing and the Role of In-Store Marketing (Review of Marketing Research, Vol. 11), Emerald Group Publishing Limited, Leeds, pp. 1-25. https://doi.org/10.1108/S1548-643520140000011001