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Location-based mobile games, like Pokémon GO, have been tremendously prevalent in recent years. Marketing professionals have considered this type of game as a promising marketing platform. The purpose of this study is to explore the marketing potential of location-based mobile games by examining players’ responses to sponsors featured in Pokémon GO.

A survey was conducted among gamers of Pokémon GO to examine the psychological process of the gameplay, and how it influences some marketing outcomes. A conceptual model was built based on the survey results.

Results indicated that gamers of Pokémon GO experienced spatial presence, which positively influenced their attitudes toward and intentions to visit the sponsors. Moreover, spatial presence was positively influenced by players’ game engagement, perceived mobility and contextual perceived value. Some motives of playing Pokémon GO were also identified, including the entertainment motive and social motive.

This study is the first one to analyze the marketing potential of Pokémon GO, which is a successful location-based mobile game. The results are meaningful to marketing professionals who are interested in this innovative media platform. This study is also the first one to apply the theory of spatial presence to the investigations of this type of game. It showcases the power of this theory in guiding the research of interactive marketing with mobile gaming.

Smartphone adoption by consumers is increasing exponentially, and presents marketers with many new opportunites to reach and serve customers. However, are consumers ready for mobile marketing through their smartphones? This study aims to investigate consumers' willingness to accept marketing through their smartphones.

The study is based on an online survey of 428 respondents. The data is analyzed through ANOVA and regression analysis.

The results indicate that consumers' shopping style, brand trust, and value are key motivations for engaging in mobile marketing through their smartphones. Further research should focus on specific tactics marketers use to engage customers beyond marketing messages, that is, how they engage customers in dialogue to build relationships, encourage purchases and build loyalty. This could reveal how customers really want to engage in mobile marketing.

This research adds to the growing body of evidence on acceptance of mobile marketing.

This study found that successful enagement of customers in mobile marketing requires that marketers focus their strategies and tactics around value creation; getting customers to engage with their brand in an authentic way; and respecting customers' shopping style, i.e. engaging customers the way they want to be engaged. Marketers must listen to their customers and develop appropriate strategies rather than simply adapting existing marketing strategies.

The topic of mobile marketing through smartphones is important to both marketing executives and marketing researchers. To date, this topic has attracted little research attention and marketing executives are simply basing their decsions on anecdotal case studies and reports in the popular press. This study contributes to fulfilling the need for research evidence.

This paper aims to investigate how location-based advertising (LBA) elicits in-store purchase intention. To deepen the understanding of LBA’s effect on consumers’ purchase decision, the research examines the role of consumers’ time consciousness in click intention in pull or opt-out LBA approaches. The study also explores how consumers react to LBA with an asymmetric dominance decoy versus a compromise decoy message.

Two field experiments were conducted, and a total of 363 volunteers within 3 km of a shopping mall participated. The participants were asked to turn on their global positioning system and then informed that a convenience store was planning to launch a mobile coupon subscription service. Data collected were analysed using analysis of variance, regression analysis, bootstrapping and spotlight tests.

The results demonstrate that consumers had a higher intention to click pull LBA than to click opt-out push LBA. Consumers with high time-consciousness had greater click intentions for pull LBA than for opt-out push LBA. Consumers with low time-consciousness, however, showed no difference in click intention for either LBA approach. Further, click intention mediates the effect of LBA on in-store purchase intention, and the asymmetric dominance decoy message is a more powerful strategy for LBA to increase the likelihood of in-store purchase.

This research provides insight into location-based services marketing by revealing how time-consciousness and decoy promotional messages affect consumers’ reaction to LBA and in-store purchase intentions. The findings offer practical suggestions for retailers on how to reach and engage with consumers more effectively through the use of LBA.

Due to recent developments of indoor location-tracking technologies, brick-and-mortar retailers are now able to add location-based marketing capabilities to their existing retail apps, providing retailers with new opportunities to interact with customers inside of their stores. The aim of this study is to identify factors influencing the customers' adoption intention of location-based retail apps for stationary retailing.

Based on the technology acceptance model, a conceptual model was developed. A Web-based survey was conducted in Germany with a final sample of 501 cases. Structural equation modelling was performed to test the hypotheses.

The results confirmed the positive relationship between attitude and the customers' intention to use location-based retail apps. Perceived usefulness and perceived enjoyment promote a positive attitude toward location-based retail apps, while privacy concerns and fear of spam hinder the formation of a favorable attitude. Subjective norms have a positive effect on customers' usage intention.

The results help retailers who want to establish location-based retail apps at the point of sale (e.g. in the context of omni-channel strategies).

As previous research about location-based apps has mainly used empirical data from either Chinese or American samples, less is known about the perception of European customers. Research indicates that existing findings might not be transferable to European countries due to differences in values, social norms or regulations. Also, the failure of Shopkick in Germany illustrates the need for more research. Based on this, using a German sample to answer the research question, this study aims to provide a European perspective on location-based retail apps, and thereby extend existing research.

This paper aims to investigate the motivating and dissuading factors, which develop consumers’ attitude towards permission based marketing.

A conceptual model is proposed and validated by following the various studies on mobile and email marketing. A survey of 325 respondents was conducted in the Mumbai city, out of which 271 survey questionnaires were deemed fit for analysis, representing 83.38 per cent response rate. The researcher has used structural equation modelling to test the causal relationships among the constructs.

The results of the study indicate that increase in personal relevant messages, perceived monetary incentives and perceived entertainment increases consumers’ attitude towards permission based marketing, whereas increase in perceived registration effort decreases consumers’ attitude towards permission based marketing. Furthermore, contrary to the existing literature, perceived consumer empowerment, perceived intrusiveness and perceived privacy issues have no significant relationship with the attitude towards permission marketing. The findings are based on a particular region in India, so it may be different from previous studies.

The study uses a self-reported measure to collect the data through email, and a printed copy of the questionnaire was circulated. Also, the method of sample selection was not random. These two aspects could limit the generalizability of the results.

The research can assist the companies going for promotions through mobile and internet. It provides important findings, which can help them to formulate better promotional strategies.

Fewer research studies have been done to examine the motivating and dissuading factors developing consumers’ attitude towards permission based marketing, therefore, the present research is conducted. After intensely reviewing the available literature, the factors were carefully chosen.

This paper aims to explain the applications of sensor-based communication in mobile marketing and how understanding its fast growth is important for marketers.

The paper draws from various examples used by companies in India and abroad to explain the phenomenon of sensor-based communication in mobile marketing.

Marketers should be aware of the different ways in which sensor-based communication can be used to build and sustain customer engagement.

The different typologies of applications of sensor-based communication, along with examples, will help the marketers to develop similar initiatives for their brands/products.

This is the first paper to illustrate, explain and exhort the usage of sensor-based communication in the Indian context.

As mobile devices amass greater capabilities that include broadband internet and global positioning systems (GPS), the relevance of location based marketing (LBM) services has gained increased attention among tourism researchers and marketers alike. The purpose of this paper is to examine the impact of personal travel innovativeness, information privacy and the type of delivery method (pull vs push) on the perception of potential value in LBM programs.

Data were collected from travelers at two large airports in the USA. A 2*2 design that comprised LBM (services vs promotions) and the delivery method (pull vs push) combined with two primary covariates, namely personal travel innovativeness and information privacy, evaluated the potential value of LBM programs amongst consumers.

The findings indicate that personal travel innovativeness has a significant impact on the perception of potential value in LBM. Additionally, the pull delivery method was more amenable to customers when compared with the push delivery method.

There are significant implications for practitioners in the way LBM programs can be conceived and implemented. Also, marketing messages can be produced based on the relevance of the findings.

The paper is the first to directly ascertain the impact of the delivery method and travel innovativeness in an emerging domain of LBM using a synthesis of constructs.

Regulatory focus theory proposes that people make decisions and engage in the pursuit of goals based on either promotional goals indicating sensitivity to gains/nongains or preventional goals reflecting sensitivity to losses/nonlosses (Aaker and Lee, 2001). The purpose of this study is to examine the roles of regulatory foci and their impact on the perceived value and usage of location-based services (LBS) in travel experiences.

Travel planning strategies are framed along promotional or preventional lines to evaluate regulatory focus orientation and respondents’ perceptions of value in location-based marketing (LBM) services are examined. Regression analysis evaluates the primary relationships, followed by analysis evaluating the mediating effects of “travel interest messages” (discount coupons, etc.) in the regulatory-focus-perceived value in LBM relationship.

The findings indicate that the effects of promotional focus are significantly greater than those of preventional regulatory focus. Additionally, the importance of travel interest messages (discount coupons, maps, etc.) was more significant with a promotional regulatory focus than preventional regulatory focus orientation.

The findings provide proof of regulatory focus as a differentiator in travel consumption behavior and demonstrate how it can be used to effectively target marketing messages to augment the travel experience. Destination marketing organizations can apply regulatory focus theory in organizational settings in the areas of leadership, decision-making and front-line employee creativity that can enhance the delivery of memorable travel experiences.

To the best of the authors’ knowledge, this study is one of the first to examine the relationship between gains-focused/risk-averse travel planning and their impact on perceptions of value in LBS programs in travel experiences.

对比以收益为中心与风险规避为中心的不同取向, 及其在旅游中对定位营销服务的影响

调节焦点理论提出, 消费者决策以及目标达成行为可以基于对收益/非收益敏感的促进目标或反映对损失/非损失敏感度的保守目标（Aaker and Lee, 2001）。本研究的目的是研究调节焦点及其对定位营销在旅行体验中的感知价值和使用的影响。

旅行计划策略是按照促进或保守路线制定来评估调节的取向, 并检查受访者对定位营销(LBM) 服务价值的看法。本研究运用回归分析评估主要关系, 然后分析评估“旅行兴趣信息”（折扣券等）在LBM关系中的调节焦点感知价值中的中介作用。

调查结果表明, 促进型路线的效果明显大于保守型的效果。此外, 旅游兴趣信息的重要性（折扣券、地图等）在促进调节焦点（相比于保守型）中显得尤其重要。

研究结果证明了调节焦点是旅游消费行为的差异化因素, 并展示了如何将其用于有效地定位营销信息以增强旅游体验。目的地营销组织可以在领导力、决策制定和一线员工创造力等领域的组织环境中应用调节焦点理论, 从而提供难忘的旅行体验。

本论文是首次研究以收益为中心/风险规避为中心的旅行计划, 以及其在旅行经历中对定位营销服务计划中价值感知的影响之间的关系的研究之一。

Location-based services (LBS) have become an effective commercial marketing tool. However, regarding retail store location selection, it is challenging to collect analytical data. In this study, location-based social network data are employed to develop a retail store recommendation method by analyzing the relationship between user footprint and point-of-interest (POI). According to the correlation analysis of the target area and the extraction of crowd mobility patterns, the features of retail store recommendation are constructed.

The industrial density, area category, clustering and area saturation calculations between POIs are designed. Methods such as Kernel Density Estimation and K-means are used to calculate the influence of the area relevance on the retail store selection.

The coffee retail industry is used as an example to analyze the retail location recommendation method and assess the accuracy of the method.

This study is mainly limited by the size and density of the datasets. Owing to the limitations imposed by the location-based privacy policy, it is challenging to perform experimental verification using the latest data.

An industrial relevance questionnaire is designed, and the responses are arranged using a simple checklist to conveniently establish a method for filtering the industrial nature of the adjacent areas. The New York and Tokyo datasets from Foursquare and the Tainan city dataset from Facebook are employed for feature extraction and validation. A higher evaluation score is obtained compared with relevant studies with regard to the normalized discounted cumulative gain index.

This paper aims to investigate how the contextual marketing strategy facilitated by mobile technology enhances consumers’ purchase intention and experiential quality in a hedonic service setting – museum. Specifically, this study explores the impacts of a context-triggered push notification promoting context-related souvenirs embedded in the museum mobile app on visitors’ souvenir purchase intention and visit experience.

This study adopted a scenario-based experimental design with video stimuli and a follow-up survey questionnaire. A total of 151 participants were randomly assigned to one of the two art museum visiting scenarios (i.e. with vs without the in-app push notification). A series of one-way ANOVA comparisons and serial mediation tests were conducted for hypotheses testing.

The results show that the mobile app promoting context-related souvenirs positively affects museum visitors’ souvenir purchase intention without undermining their experiential quality. The serial mediation effects through contextual perceived value and impulse buying tendency further explain how the in-app push notification influences visitors’ souvenir purchase intention.

This study extends the contextual marketing research to a unique service domain (i.e. museum) and contributes to the service technology literature. The findings present empirical evidence for the effectiveness of mobile contextual marketing and its potential to enhance consumers’ experiential quality in a hedonic service setting. The current research provides practical guidelines to both the museum management and mobile app developers.