Mobile Promotions: A Framework and Research Priorities
本文界定了移动促销的概念，将其与移动广告区分开，为移动促销生态系统中的各利益相关者构建了一个框架，并提出了围绕隐私-价值权衡、投资回报等主题的研究问题。
This work bridges theory and practice on mobile promotions and proposes a research agenda. We do so by first defining mobile promotions and distinguishing them from mobile advertising. We then develop a framework for various stakeholders in the mobile promotion ecosystem. Finally, we advance research questions concerning each stakeholder and view these questions through the lens of several overarching themes that surround mobile promotions, such as the privacy–value tradeoff, return on investment, spatiotemporal targeting, inter-media substitution, and channel and consumer power.