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