Role of group cohesiveness in targeted mobile promotions
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DOI: 10.1016/j.jbusres.2021.01.030
Abstract: Abstract While past research has explored the effects of different targeted promotion strategies (e.g., temporal, geographical, crowdedness-based), it is yet to take into account the effect of social context (e.g., group cohesiveness) on consumer responses… read more here.
Keywords: role group; mobile promotions; cohesiveness targeted; group ... See more keywords