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dc.contributor.authorCezar, Asunur-
dc.contributor.authorRaghunathan, Şrinivaşan-
dc.identifier.citation24th European Conference on Information Systems, ECIS 2016, 12 June 2016 through 15 June 2016, , 124170en_US
dc.description.abstractTargeting mobile consumers is similar to traditional targeting which focuses on stationary consumers in the sense both exploit data about consumers to tailor the marketing strategy. However, factors related to mobility such as travel direction or destination play an important role in a mobile consumer's evaluation of competing products. This paper focuses on consumer targeting using such mobile data. We seek to answer the following research questions in the above context using a game theoretic model: (i) How are the price competition between sellers, seller profits, consumer surplus, and social welfare affected when one or both sellers acquire the information, and (ii) What are the sellers' incentives to acquire the information? We do the analysis for the cases when the information includes only consumer location and when it includes both location and travel direction. We find that the ratio of unit time cost to unit transportation cost, which we refer to as the propensity for instant gratification, and the type of information offered by the app - location only or location and direction - shape the competition between sellers and their incentives to acquire the information. The findings have significant implications for the players in the mobile eco system.en_US
dc.description.sponsorshipGaranti;Palgrave Macmillan;Turkish Electro Technology (TET)en_US
dc.publisherAssociation for Information Systemsen_US
dc.relation.ispartof24th European Conference on Information Systems, ECIS 2016en_US
dc.subjectGame theoryen_US
dc.subjectLocation-based advertisingen_US
dc.subjectMobile marketingen_US
dc.subjectPrice competitionen_US
dc.titleCompetitive mobile marketing and its impact on the mobile ECO systemen_US
dc.typeConference Objecten_US
dc.departmentFaculties, Faculty of Economics and Administrative Sciences, Department of Managementen_US
dc.departmentFakülteler, İktisadi ve İdari Bilimler Fakültesi, İşletme Bölümütr_TR
dc.institutionauthorCezar, Asunur-
dc.relation.publicationcategoryKonferans Öğesi - Uluslararası - Kurum Öğretim Elemanıen_US
dc.relation.conference24th European Conference on Information Systems, ECIS 2016en_US
item.fulltextNo Fulltext-
item.openairetypeConference Object-
Appears in Collections:İşletme Bölümü / Department of Management
Scopus İndeksli Yayınlar Koleksiyonu / Scopus Indexed Publications Collection
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