Abstract
The purpose of this paper is to develop a better understanding of the impact of (So) social media, (Lo) local marketing, and (Mo) mobile applications (SoLoMo) on consumer behavior. The paper is based on a literature review of peer-reviewed articles, published books, trade publications, and doctorate dissertations. This paper examines the SoLoMo consumer, which is a concept that has not been widely discussed in the literature of digital marketing. A thorough literature review of the digital customer journey indicates an oxymoron. On the one hand, there is a vast range of studies in the literature to explore the impact of social media and mobile devices on marketing and consumer behavior. On the other hand, little has been said about the integration of social media, mobile application, and local marketing and how it shapes the profile of the SoLoMo consumer. This paper suggests three areas for further research: (1) the examination of the SoLoMo consumer behavior; (2) the exploration of the digital customer journey; and (3) the investigation of selected new technologies that can shape the future of marketing. The study contributes to the understanding of digital consumer behavior in a multichannel marketing environment. It also proposes a research agenda to explore the future of online consumer behavior in the digital multi-touchpoint market landscape.
Highlights
Marketing’s role in the evolution of business is essential to identify and address how people decide during their customer journey (Chaffey & EllisChadwick, 2012)
The purpose of this paper is to develop a better understanding of the impact of (So) social media, (Lo) local marketing, and (Mo) mobile applications (SoLoMo) on consumer behavior
Little has been said about the integration of social media, mobile application, and local marketing and how it shapes the profile of the SoLoMo consumer
Summary
In today’s marketing environment, everybody has a voice. The official match ball of the 2014 World Cup Brazuca was given human characteristics through a creative and anthropomorphic Twitter account. Chan and Yazdanifard (2014) argue that marketing is not anymore about selling. This paper identifies critical concepts in the literature by suggesting three areas for further research: (1) the examination of the SoLoMo consumer behavior; (2) the exploration of the digital customer journey; and (3) the investigation of selected new technologies in today’s marketing landscape. The following section in this paper’s literature review provides an overview of the SoLoMo consumer
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