Individualization and Argument Quality of location-based mobile messages: An Application of elaboration likelihood model

dc.contributor.author Han, Jinhee
dc.contributor.author Kwon, Wi-Suk
dc.date 2018-10-19T01:23:43.000
dc.date.accessioned 2020-06-30T05:40:59Z
dc.date.available 2020-06-30T05:40:59Z
dc.date.issued 2017-01-01
dc.description.abstract <p>Location-based mobile messaging (LMM) is becoming the most influential marketing tool by enabling retailers to deliver tailored messages to customers at right time at right locations and influencing consumer decision-making. However, research on customization of LMM employing sound theoretical frameworks is still in its infancy, making it difficult for retailers and scholars to predict consumer reactions. The purpose of this study is to propose the Elaboration Likelihood Model (ELM; Petty & Cacioppo, 1986) as useful theoretical frameworks to predict the effects of LMM with varying levels of individualization and message strength on consumers' attitudinal and behavioral responses.The proposed theoretical approach will provide new insights for retailers to leverage the efficiency of LMM strategies. In addition, this approach addresses the need for theoretical perspectives for researchers to draw a blueprint of consumer value perceptions toward the LMM. Finally, examining these propositions can stimulate a stream of research that addresses related issues.</p>
dc.identifier archive/lib.dr.iastate.edu/itaa_proceedings/2017/presentations/43/
dc.identifier.articleid 2250
dc.identifier.contextkey 11664912
dc.identifier.s3bucket isulib-bepress-aws-west
dc.identifier.submissionpath itaa_proceedings/2017/presentations/43
dc.identifier.uri https://dr.lib.iastate.edu/handle/20.500.12876/51872
dc.relation.ispartofseries International Textile and Apparel Association (ITAA) Annual Conference Proceedings
dc.source.bitstream archive/lib.dr.iastate.edu/itaa_proceedings/2017/presentations/43/MVP_Han_Location_20Based_20Mobile_20Message.pdf|||Sat Jan 15 00:15:15 UTC 2022
dc.subject.disciplines Fashion Business
dc.subject.disciplines Fashion Design
dc.subject.disciplines Fiber, Textile, and Weaving Arts
dc.title Individualization and Argument Quality of location-based mobile messages: An Application of elaboration likelihood model
dc.type event
dc.type.genre event
dspace.entity.type Publication
relation.isSeriesOfPublication 5d0f3f8c-2190-47b2-bb58-b59e2d1740d5
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