Geo-Conquesting: Competitive Locational Targeting of Mobile Promotions

By Nathan M. Fong, Zheng Fang, Xueming Luo. 2015

304 citations recorded by the source corpus.

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

Digital marketing: A framework, review and research agenda (2017, unknown): “Researchers have examined coupon redemption on mobile phones (Danaher et al., 2015) and geo-targeting (Fong, Fang, and Luo, 2015).”
Device Switching in Online Purchasing: Examining the Strategic Contingencies (2018, background): “2 / Journal of Marketing, September 2018 Fong, Fang, and Luo (2015) 18,000 mobile users, targeted through SMS promoting a movie Field experiment varying in terms of direct and delayed targeting, user location near the focal or competitor firm, and discount level Medium discount was optimal when…”
Marketing Analytics for Data-Rich Environments (2016, unknown): “Fong, Fang, and Luo (2015) examine the effectiveness of locational targeting of mobile promotions using a randomized ﬁ eld experiment and investigate targeting at the ﬁ rm ’ s own location (geo-fencing) versus a competitor ’ s location (geo-conquesting).”
A Thematic Exploration of Digital, Social Media, and Mobile Marketing: Research Evolution from 2000 to 2015 and an Agenda for Future Inquiry (2016, background): “…et al. (2015) study the effectiveness of location-based mobile coupons delivered to customers ’ devices as they walk around a shopping mall, and Fong, Fang, and Luo (2015) consider location-based targeting of offers sent to mobile devices according to proximities to competitors ’ physical…”