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Based on consumers’ geographic real-time locations, firms can utilize mobile targeting promotion (MTP) to target consumers through some applications embedded in mobile device. This paper aims to focus on two competing firms about how to make MTP strategies under asymmetric mobile accessibilities, i.e. the proportions of consumers who can be targeted by firms through apps are different.

This paper develops a game model for two competing firms. Aiming to maximizing profit, firms should consider how to utilize MTP strategies to trade off the benefit (expand market share) and the cost (intensive price competition).

The optimal MTP strategies and equilibrium prices have been presented under different scenarios. This paper verifies that asymmetry can make the firm with high mobile accessibility obtain extra profits. Furthermore, when unit targeting cost is relatively low, profit of the firm with low mobile accessibility increases first and decreases later with respect to its mobile accessibility.

Competing firms’ optimal MTP strategies and equilibrium prices are determined not only by unit targeting cost but also by consumers’ mobile accessibilities to firms. Firms have strong incentive to enlarge the mobile accessibility to procure more profit in monopoly context, but, under competing context, a higher mobile accessibility may not mean better for firm.

This is one of the few papers which study mobile targeting based on game theory considering unit targeting cost and asymmetric mobile accessibility simultaneously.

Mobile marketing, the two- or multi-way communication and promotion of an offer between a firm and its customers using a mobile medium, device, platform, or technology, has made rapid strides in the past several years. Mobile marketing has entered its second phase or Mobile Marketing 2.0. The surpassing of desktop by mobile devices in digital media consumption, diffusion of wearable devices among customers, and an overall integration and interconnectedness of devices characterize this phase. Against this backdrop, we present a synthesis of the most recent literature in mobile marketing. We discuss three key advances in mobile marketing research relating to mobile targeting, personalization, and mobile-led cross-channel effects. We outline emerging industry trends in mobile marketing, including mobile app monetization, augmented reality, data and privacy, wearable devices, driverless vehicles, the Internet of Things, and artificial intelligence. Within each extant and emerging area, we delineate the future research opportunities in mobile marketing. Finally, we discuss the impact of mobile marketing on customer, firm, and societal outcomes.

This paper aims to investigate factors affecting the relationship between consumers’ brand trust and purchase intentions after exposure to targeted mobile app ads during holiday periods, including the mediating roles of consumers’ ad attitudes, different discount levels and their interactions; and the moderating roles of the anticipated gain (loss) (i.e. access to discounts) associated with mobile app usage (non-usage).

Data were collected from 559 respondents who were randomly assigned to six groups based on a 2 (ad type: new, holiday-themed vs regular product) × 3 (promotion level: 0% vs 20% vs 40%) between-subjects design. Regression analysis and structural equation modeling techniques are used to test the hypothesized mediators and moderators.

Consumers with high brand trust are likely to purchase both new and regular products. Consumers with low brand trust are most responsive to mobile app ads for regular products when offered a high discount. Ad attitudes across all discount rates and product types mediate the relationship between brand trust and purchase intentions; the anticipated gain associated with using a mobile app (i.e. access to discounts) moderates the effect of attitudes toward ads promoting regular products when a high discount is offered.

To the best of the author’s knowledge, this is one of the first studies to explore how interactions among important factors in contexts involving mobile apps and holiday promotions influence and mediate the relationship between brand trust and purchase intentions. This study also reveals an important boundary condition that moderates consumers’ responses to targeted mobile app ads in the context of holiday marketing.

The purpose of this paper is to examine the effect of mobile messages on intention to redeem a coupon or promotional offer, depending on location and content. Location (home, city, shop) and content (coupon, promotional message) were used as independent factors.

Participants in two online surveys (using 3×3 and 3×2 between-subjects factorial designs) received both simulated and real application smartphone messages and they got the location where the smartphone shopping message scenario is located. The surveys produced 528 responses for analysis in the first study and 146 answers for the second study.

The results indicate that mobile messages can be highly effective for users of discount apps when the consumer is near the shop. However, the high perceived risk associated with such a message could deter potential customers from using mobile coupons.

The main limitation of this study is that few consumers used the discount mobile applications examined. Future research should implement field experiments with real and potential users to investigate this low usage rate.

Brick-and-mortar retailers can compete with digitization by using mobile messages, as users’ intention to redeem is quite high. However, they should be aware of the privacy concerns preventing some customers from using these apps.

Current research highlights the importance of digitization in retailing by using new technologies for brick-and-mortars, e.g., mobile messages as part of mobile targeting. This study provides evidence of the potential risks and benefits of sending mobile messages to customers in a different context.

Pervasive computing environments such as a pervasive campus domain, shopping, etc. will become commonplaces in the near future. The key to enhance these system environments with services relies on the ability to effectively model and represent contextual information, as well as spontaneity in downloading and executing the service interface on a mobile device. The system needs to provide an infrastructure that handles the interaction between a client device that requests a service and a server which responds to the client's request via Web service calls. The system should relieve end‐users from low‐level tasks of matching services with locations or other context information. The mobile users do not need to know or have any knowledge of where the service resides, how to call a service, what the service API detail is and how to execute a service once downloaded. All these low‐level tasks can be handled implicitly by a system. The aim of this paper is to investigate the notion of context‐aware regulated services, and how they should be designed, and implemented.

The paper presents a detailed design, and prototype implementation of the system, called mobile hanging services (MHS), that provides the ability to execute mobile code (service application) on demand and control entities' behaviours in accessing services in pervasive computing environments. Extensive evaluation of this prototype is also provided.

The framework presented in this paper enables a novel contextual services infrastructure that allows services to be described at a high level of abstraction and to be regulated by contextual policies. This contextual policy governs the visibility and execution of contextual services in the environment. In addition, a range of contextual services is developed to illustrate different types of services used in the framework.

The main contribution of this paper is a high‐level model of a system for context‐aware regulated services, which consists of environments (domains and spaces), contextual software components, entities and computing devices.

Mobile marketing.

MBA, marketing level consultants.

This is the first documented study on the development of a mobile marketing eco-system in Pakistan. The focus of the case is Telenor Pakistan - the first local operator to implement a comprehensive mobile marketing strategy via opt-in based consumer profiling. By positioning itself as a “media company” in the mobile marketing value chain, Telenor Pakistan aims to both enable and drive the mobile marketing eco-system at a time when operators are suffering from a decline in average revenue per user and are endeavouring to put into place strategies that will open up revenue streams based on services other than voice.

To develop a comprehensive understanding of the drivers and restrainers that affect the mobile marketing eco-system in emerging markets; and to examine to what extent operator-driven mobile marketing can create synergies within the mobile marketing value chain.

Teaching notes.

Mobile promotion has become an important and popular mechanism for mobile commerce, with many companies using this approach to increase sales and drive brand satisfaction toward the use of mobile apps. Despite the crucial nature of this topic, knowledge on the value of mobile promotion remains insufficient. Drawing upon consumption value theory (CVT), this study aims to examine the underlying mechanism that drives app satisfaction and in-app purchase.

In this research, the authors selected retail mobile apps for empirical testing. The authors recruited 476 users to complete a survey and analyzed the results using partial least squares structural equation modeling.

The results revealed that functional (monetary savings and localization), social (self-expression), emotional (entertainment), epistemic (exploration) and conditional (personalization) value increase the desirability of mobile promotion, thereby facilitating app satisfaction and in-app purchase.

Amid the vast business opportunities of mobile commerce, numerous brands have developed mobile apps that function as platforms for the promotion, provision and purchase of products and services. With the prevalence of mobile app downloads, apps have become the primary mobile platform for conducting mobile promotion. This research contributes to the literature and offers retailers insight into how to create value that can increase app satisfaction and in-app purchasing through mobile promotion.

The purpose of this paper is to examine the differential effects of location‐based mobile advertisements on men and women in work leisure situations.

The study conducted was in a scenario based experimental design in the 2×2×2 ANOVA format. Independent variables included: Type of locations (private/public); Situations (work/leisure); and Gender (male/female). Dependent variables included Perceptions and Behavioural intentions.

Recent findings often indicate that men are more receptive to location‐based ads (LBA) than women. However, in this paper the authors show that in some circumstances women are more favourable to the same mobile LBAs than men because both women's and men's reactions depend on specific location and task situations.

Based on these findings, managers will be able to better target ads to specific genders in different locations and situations, thus maximizing the relevance of the ads, click through rates and affect cost per thousand impressions.

There has been little research on how men versus women react to LBAs based on their orientation towards different situations at hand. This research illustrates what differences exist in their perceptions of LBA and why.

As mobile malware and virus are rapidly increasing in frequency and sophistication, mobile social media has recently become a very popular attack vector. The purpose of this paper is to survey the state-of-the-art of security aspect of mobile social media, identify recent trends, and provide recommendations for researchers and practitioners in this fast moving field.

This paper reviews disparate discussions in literature on security aspect of mobile social media though blog mining and an extensive literature search. Based on the detailed review, the author summarizes some key insights to help enterprises understand security risks associated with mobile social media.

Risks related to mobile social media are identified based on the results of the review. Best practices and useful tips are offered to help enterprises mitigate risks of mobile social media. This paper also provides insights and guidance for enterprises to mitigate the security risks of mobile social media.

The paper consolidates the fragmented discussion in literature and provides an in-depth review to help researchers understand the latest development of security risks associated with mobile social media.

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.