Merchandising/Marketing/Retailing: Management

Individualization Strategies of Location-Based Mobile Message: An Application of Elaboration Likelihood Model

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Abstract

Today, location-based mobile ad message (LBMM) is considered one of the most efficient and fast-growing interactive marketing tools for delivering tailored messages to customers. However, there is scant research about which types of LBMM appeal most to customers and how it affects consumers' perceptions, cognition, and attitude. Based on to what extent consumers involve with a retailer's message generation process, this study conceptualized the consumers' involvement with the three different levels of LBMM individualization strategies (i.e., randomization, personalization, customization), which affect consumers' perceptions (i.e., relevance, intrusiveness), cognitive process (i.e., elaboration), and attitude toward the LBMM. The elaboration likelihood model (ELM; Petty & Cacioppo, 1986) is utilized as a theoretical framework. The findings of this study provide valuable implications and insights for researchers and business practitioners.

Keywords: Location-based Advertising, Elaboration Likelihood Model, Message Individualization Strategies, Message Tailoring, Intrusiveness, Relevance, Elaboration

How to Cite:

Han, J. & Kwon, W., (2022) “Individualization Strategies of Location-Based Mobile Message: An Application of Elaboration Likelihood Model”, International Textile and Apparel Association Annual Conference Proceedings 79(1). doi: https://doi.org/10.31274/itaa.15938