Analyzing the Impact of Mobile Promotion Strategies on Consumer Behavior and Stakeholder Dynamics: A Comprehensive Study

Abstract

This study aims to create a road map for bridging the gap between theoretical ideas and real-world mobile advertising implementation. Our first step towards accomplishing this goal is to clearly define mobile promotions and set them apart from mobile advertising. We then create an extensive structure that includes all of the crucial players in the mobile promotion ecosystem. We develop a set of research questions specific to each stakeholder group after taking these factors into account in the context of general themes for mobile promotion. These questions cover a wide range of topics, such as the delicate balance between privacy and value, ROI, spatiotemporal targeting, inter-media replacement, channel selection, customer impact, and ROI evaluation.