Proximity Marketing Research Articles

Consumer Intention Toward Participation in Proximity Marketing

This study investigates the factors affecting consumers' attitudes toward proximity marketing and their participation intention. An online survey was conducted in the USA to test the research hypotheses, and the data were collected through crowdsourcing via Amazon Mechanical Turk (MTurk). The collected data (n=301) were analyzed using the Partial Least Square-Structural Equation Modelling (PLS-SEM). The results revealed that consumers' privacy concerns, level of knowledge, perceived benefits, and trust have a significant positive effect on their attitude toward proximity marketing, and the results also verified that consumers' attitude has a significant positive effect on their intention to participate in proximity marketing. This study is a pioneering work as it is one of the few research papers examining consumers' intention to participate in proximity marketing by measuring the effect of several variables that were not investigated adequately in the proximity marketing context.

Considering the Beacon technology, a Green and eco-friendly revolution in the Moroccan Commercial Malls for a proximity marketing strategy

Proximity marketing is becoming an important strategy that enables linking retailers and consumers to enhance the customer experience. This marketing action aims to consider the customer location to provide a significant information at the right moment and space. Beacon technology is a real advancement in this domain of study. Beacons are a small device-wireless communication that allow detecting the presence of a person in the store through the low-energy Bluetooth signals and deliver impressive offers to visitors’ mobile phone from their area or product proximity inside the store. The objective is to offer an in time individual experience and interact efficiently with visitors. This paper presents a quantitative empirical study that aims to analyze the results of embodying the beacon technology in the large Moroccan commercial malls. For this, an online questionnaire was prepared to assemble consumers’ feedback regarding the use of this proximity marketing action. The results of this empirical study will help notifying marketers in their strategies by coming up with quantitative data collection that analyzes the customer perception of this technology, consequently, Moroccan malls may consider this relevant proximity marketing strategy in the future decisions to improve the customer experience for a long-term loyalty.

ProMark: Ensuring Transparency and Privacy-Awareness in Proximity Marketing Advertising Campaigns

ProMark: Ensuring Transparency and Privacy-Awareness in Proximity Marketing Advertising Campaigns

Bluetooth advertising as a component of proximity marketing

Bluetooth advertising as a component of proximity marketing

Bluetooth Low Energy Urban Networks for Ultra-Accurate Geo-Location Applications

BLEUN (Bluetooth Low Energy Urban Networks) was an EU-funded research project exploring applications of BLE for smart mobility. These applications include accurate positioning services, vehicle tracking, IoT proximity applications for public transport, etc. During the 12-month project, the team developed outdoor location services, assets tracking, proximity marketing, POI's information and indoor navigation. BLEUN spawned the BEEHIVE technology (www.thebeehive.world), expanding the BLEUN approach to include also other signals like WiFi and LoRa for maximum adaptability and increasing accuracy to less than 60 centimetres, while sticking to a low-cost approach. This mix of technologies is pooled into a big data platform, where all information is anonymously cross-matched. The project has been recognised with the Certificate of Excellence from the I4MS-SAE Quality Label.

Does BLE technology contribute towards improving marketing strategies, customers’ satisfaction and loyalty? The role of open innovation

The purpose of this study is to explore the marketing strategies for the introduction of Beacons technology applications (BLE) technology in businesses and how it can convert potential clients into satisfactory and loyal customers. Open innovation is the pathway to taking businesses to the next level with the help of and introduction to BLE technology contributions. Companies are flexible towards adopting new technologies to make sure that their marketing strategies are working positively. Global Village Dubai was the market that we targeted to study the customers’ needs and wants. This was done through 138 questionnaires distributed among 159 stores that met our research criteria. We used ANOVA through the SPSS program for analysis of the data. The results supported all our hypothesis of the study, which means there is a positive and strong relationship of adopting BLE technology on customers’ satisfaction which leads towards customers’ loyalty, making them stick to the brand for long term. The results of our research revealed that Beacons technology applications have positively influenced marketing strategies which in turn have impacted customer satisfaction and loyalty. The proximity marketing is the best strategy developed in lieu of open innovation. Future studies are welcomed for analyzing the same model in perspective of other markets for clearer advocacy of the hypothesis that proximity marketing is the marketing strategy that helps in customers’ happiness leading towards their loyalty.

Proximity marketing and Bluetooth beacon technology: A dynamic mechanism leading to relationship program receptiveness

Bluetooth beacon technology (BBT) is expected to enhance the evolution of proximity marketing by fostering customers’ reception of relationship marketing programs. Unfortunately, this evolution has not progressed as anticipated due to deficient comprehension of consumer cognition, evaluation, and receptiveness behaviors. Drawing on mainly Equity theory and the theory of Reasoned Action, this research proposes a three-level framework to investigate the focal forces and underlying processes related to consumer receptiveness of proximity BBT-based relationship programs. The data are collected in Taipei, Taiwan. The findings suggest the inhibiting and promoting roles of permission-triggered privacy concerns and social presence, respectively, in explaining variations in the consumer receptiveness of relationship programs. Moreover, innovation security, which includes perceived risk and technology anxiety, as well as frugality are confirmed to contribute to the increase in privacy concerns. Also, social presence is proven to mitigate the effect of innovation security on privacy concerns.

Effects of personal innovativeness and perceived value of disclosure on privacy concerns in proximity marketing: self-control as a moderator

PurposeThis research attempts to evaluate the effects of personal innovativeness and the perceived value of disclosure on the hierarchical nature of privacy concerns under the contingency of self-control when using proximity Bluetooth-beacon technology (PBBT) service in proximity marketing.Design/methodology/approachThe field study takes place in areas where PBBT service is installed in Taipei, Taiwan. A quota sampling approach is used, with 401 qualified respondents participating. The data are analyzed using the partial least square method.FindingsThe results confirm the importance of personal innovativeness and perceived value of disclosure as an important determinant to influence privacy concerns about data collection. It is also found that self-control plays a negative moderating role in these two relationships. Moreover, data collection is found to be a fundamental concern leading to other privacy concern facets.Originality/valueThis research represents a pioneer work in proximity marketing regarding how privacy concerns are influenced and how privacy concerns facets are causal-related when using a PBBT platform. More detailed, conditional insight is given as the research is studied under the contingency of self-control. A set of applicable guidelines with empirical evidence is thus provided.

Impacts of Covid-19 on travel intention for summer 2020: a trend in proximity tourism mediated by an attitude towards Covid-19

This exploratory study examines the impact of the Covid-19 pandemic on the travel intention of French people (n = 655) for holidays in summer 2020. Qualitative results show demographic and generation differences in the intention to go on vacation caused by a combination of personal uncertainties due to the pandemic, compulsory state measures and travel bans. Using PLS-SEM, quantitative results indicate that influence of perceived risks and attitude towards Covid-19 led tourists to seek out greater proximity when considering vacation travel. The findings may help tourism managers apply proximity marketing strategies using more local and digital services during global health crises.Supplementary InformationThe online version contains supplementary material available at 10.1007/s11628-021-00450-z.

Marketing de proximidad: La geolocalización, como estrategia de publicidad en las marcas de centros comerciales en la ciudad de Ambato

El marketing de proximidad creador de ciudades inteligentes y la geolocalización como una herramienta de publicidad digital, elimina el tráfico de las compras realizadas en tiendas minoristas, envía anuncios publicitarios de acuerdo con sus ubicaciones, eleva la satisfacción del cliente fidelizándolos, crea una imagen positiva de la marca y un vínculo entre el cliente y el proveedor, facilita el movimiento de ingresos y objetivos de marketing dentro de los centros comerciales y malls. El objetivo de la investigación fue identificar el nivel de satisfacción de los clientes de la geolocalización como estrategia de publicidad de las marcas de centros comerciales en la cuidad de Ambato. Contó con un método cualitativo secundario, por lo que se ejecutó una revisión literaria de publicaciones académicas, artículos publicados en revistas científicas, información estadística, libros y artículos de periódico para poder realizar el estudio. Asimismo, se aplicó un enfoque cuantitativo en el análisis de datos recolectados en la aplicación de la encuesta para realizar el estudio. La investigación tuvo un alcance correlacional, puesto que se logró calcular el nivel de satisfacción y la relación de la publicidad de las marcas de los centros comerciales de la ciudad de Ambato. La muestra de estudio fue de trescientos ochenta y cuatro (384) usuarios, en edades comprendidas de 18 y 50 años, datos obtenidos de la agenda Tungurahua 2019 - 2021. El principal resultado obtenido fue el impacto de nivel de satisfacción y frecuencia de compra en los centros comerciales con el uso de la geolocalización: Facebook es la red social con mayor aceptación por su versatilidad para el recibimiento de notificaciones promocionales. Se concluyó que las estrategias publicitarias geolocalizadas influyen en la decisión de compra y aportan en la imagen y posicionamiento de las marcas creando fuerte vínculo entre el cliente y el proveedor.

Failed hybrids: The death and life of Bluetooth proximity marketing

Bluetooth Low Energy (BLE) beacons were once heralded as the “holy grail of marketing,” a “cookie” for the physical world. An entire industry—proximity marketing—evolved to capture value from beacon-enabled micro-location networks, with venture capitalists, startups, mobile operating systems suppliers, and major platforms all making substantial investments of data, labor, and resources in the technology. Despite these investments, beacons fell out of favor abruptly, with observers dismissing the technology as an overly cumbersome solution in search of a problem, a “low-value fad.” We offer a microhistorical account of beacons’ small yet untenable role in the ecologies of location-based commercial surveillance—from the standards wars between Apple and Google to the efforts of startups and tech giants to capitalize on the market’s enthusiasm for beacons, and finally, to the industry’s quiet collapse. Our analysis builds upon work on the relationship between platform and infrastructure. We argue that proximity marketers failed to construct a viable platform-infrastructure hybrid capable of monetizing beacon proximity data and identify three axes along which beacons frustrated marketers’ ambitions for the technology: scalability, exclusivity, and visibility. We conclude by revisiting the platform-infrastructure relationship to discuss beacons’ legacy in two surveillance systems: student tracking on college campuses and contact-tracing initiatives during the COVID-19 pandemic.

VALUE CHAIN ANALYSIS OF MANGO (MANGIFERA INDICA L.) IN SAPTARI DISTRICT, NEPAL

A study in value chain of mango in Saptari district of Nepal was conducted during January 2019 to June 2020 in Surunga municipality, Khadak municipality, Balan Bihul rural municipality, Rajbiraj municipality, Agni Sair rural municipality, Shambhunath municipality and Kanchanrup municipality. The study sites were purposively selected as these sites were command areas of PMAMP PIU, Saptari. Total 61 mango growers and 7 traders were randomly selected for the survey. Household survey, Focus Group Discussions and Key Informants Interviews were primary sources of data from which information was analyzed and concluded. By the virtue of increasing trend of mango production, farmers were able to produce large quantity of mango despite eminent problems of irrigation and diseases and insects. But, due to middlemen monopolized market system and negligible efforts for value addition practices like storage facility, packaging, cleaning and other processing technology, farmers were compelled to receive lower farm gate price yet retail prices of those produces were high. However on small scale, mango growers were involved in production of diversified products like Aamil, chutneys, achaar, amot etc. of which 37.7% of mango growers sold them in the market. Producers share in short distance market was higher (45.12 %) while it was lower (31.02%) in distant market. Likewise, marketing margin in distant market was higher (Rs. 55.18) than in short distance market (Rs. 30.18). Farmer added value worth Rs. 9.76 in both proximity markets and distant markets, wholesalers added Rs. 10.18 in proximity market and Rs. 12.68 in distant market and retailers added Rs. 20 in proximity market and Rs.35 in distant market to existing value of mango suggesting immense disparity in value addition. Having immense scope for value addition, it was required to strengthen marketing system, establish processing industries, and mobilize resources to increase bargaining power of mango growers in Saptari.

Measurement and control of geo-location privacy on Twitter

The widespread diffusion of Online Social Networks and Media (OSNEM) has generated a huge amount of users’ personal data. As this data is often publicly available, users’ privacy is at risk. To address this issue, users may control the release of their sensitive data on OSNEM. An example of data that users rarely publish is their location. Besides being a privacy-sensitive information, location is a business-relevant data that third parties, e.g., Location-Based Service (LBS) providers, may be interested to obtain. It is, therefore, of paramount importance to understand to what extent the secrecy of location information can be violated. In this work, we investigate how users can measure the privacy of their geo-location on OSNEM and to control the factors affecting it. We define the privacy of a target user as the geographical distance between her actual unexposed location and the location estimated by an attacker. To measure privacy, we propose a novel deep learning architecture that uncovers a target user’s position based only on the publicly-available locations shared by users on Twitter. Results show that locations can be accurately unveiled for the majority of the users, thus suggesting the need for countermeasures to improve their privacy. To control privacy, we propose data perturbation techniques that users can apply to tune the public exposure of their location, and we show the resulting privacy improvements. To shed light on the factors influencing privacy, we then propose a machine learning model that measures privacy based on several users’ features (e.g., social and behavioral characteristics). Unlike the aforementioned deep learning approach, this model also allows to quantify the impact that each feature has on privacy. We observe that features related to the history of users’ visited locations proved to be the most relevant factors affecting privacy. Finally, we explore potential side effects resulting from the application of data perturbation strategies. In particular, we examine, as a study case, the trade-off between users’ privacy and the effectiveness of a proximity marketing LBS. Results suggest that privacy can be guaranteed while not significantly lowering the effectiveness of the LBS.

BLE Beacons in the Smart City: Applications, Challenges, and Research Opportunities

The Internet of Things helps to have every individual interconnected with their surroundings and to interact with them through smart devices. In recent years, Bluetooth Low Energy (BLE) technology has become very popular in smart infrastructures, the medical field, the retail industry, and many more areas due to its availability in a plethora of wireless devices. BLE is widely used in IoT devices, such as smartphones, smart watches, and BLE beacons. Beacons are small, low-cost, and low-power wireless transmitters that bring attention to their location by broadcasting a signal with a unique identifier at regular intervals. BLE beacons are a promising solution for many smart city applications, from proximity marketing to indoor navigation. However, they do pose security and privacy challenges. This work discusses the characteristics of BLE beacons, the applications that can benefit from them, and the challenges they pose while trying to identify research opportunities and future directions.

Reshaping of the retail environment due to internet as a global competitor

According to statistics, the number of Slovaks who shop over the Internet is increasing year by year. Compared to the surrounding countries, Slovaks are clearly the leaders in online shopping. Increasing popularity of customers in online shopping leads to a significant decline in number of retail stores. This is a consequence of global technological change. However, businesses and especially retailers themselves can benefit from technological advances in this case as well. All you have to do is choose the right marketing tool. Such tools are undoubtedly the tools of proximity marketing that are used as a communication channel in retail stores. In this paper, we focus on proximity marketing tools that provide a means of creating a personal relationship between a customer and a vendor at the time of physical purchase by a customer in a store. Its aim is to support and increase sales in retail stores, increase consumer satisfaction and build a positive brand image. The aim of the paper is to analyse the possibility of using proximity marketing for Slovak consumers as one of the possibilities of reshaping of the retail environment. This analysis will be realized from demographic and also from psychographic point of view.

Tecnologías para el uso de marketing de proximidad: un aporte teórico

La investigación se centra en realizar una aproximación teórica sobre las tecnologías para el uso de marketing de proximidad; apoyándose en el método teórico de análisis-síntesis para el desarrollo de este estudio, así como, la herramienta Publish or Perish para la búsqueda de documentos. En este sentido, el marketing de proximidad apoya en la entrega de anuncios publicitarios que se personalizan de acuerdo al segmento de mercado, a través de herramientas tecnológicas (Bluetooth, WiFi, NFC, RFID, beacons, geofencing); con sus indicadores de medición que conlleve a un control, seguimiento y evaluación de la campaña publicitaria.

Corporate venture capital: technological innovation or value creation? A comparative study of CVC- and IVC-invested Chinese listed companies

ABSTRACTThis paper analyzes the effects of corporate venture capital (CVC) and independent venture capital (IVC) backing on technological innovation and value creation in invested companies. Using data on Chinese listed companies, we show that CVC investment can induce higher firm value than can IVC investment. By considering different dimensions of complementary assets, technological fit, geographical proximity, and product market relations, we explore the mechanism through which CVC contributes to innovation and value creation in invested companies in China.

Electoral Advertising Based on Proximity Marketing

This study seeks to propose a strategy for electoral advertising based on proximity marketing. It arises as a response to the problem detected through direct observation and structured interviews with specialists (experts in electoral marketing, politicians, publicists and ICT leaders) which evidenced the lack of technological tools for electoral advertising such as proximity marketing. In addition, theoretical methods and documentary analysis were used. The results include a proposed strategy with the following phases: search for a supplier, planning, multimedia documents, technological conditions, implementation, control.

Techniques of Viral Marketing

This study is discussed about the viral marketing. It is a one of the key success of marketing. This paper gave the techniques of viral marketing. It can be delivered word of mouth. It can be created by both the representatives of a company and consumer (individuals or communities). The right viral message with go to right consumer to the right time. Viral marketing is easy to attract the consumer. It is most important advertising to consumer. It involves consumer perception, organization contribution, blogs, SMO (Social Media Optimize), SEO (Social Engine Optimize). Principles of viral marketing are social profile gathering, Proximity Market, Real time Key word density.

Marketing de proximidad: una herramienta de promoción de productos o servicios educativos

The purpose of the research is to present a proposal for the promotion of educational products or services through proximity marketing using Bluetooth technology. Given this, the problem detected through an interview with the 20 responsible for academic promotion of the undergraduate and graduate areas of the 10 faculties that make up the Technical University of Ambato-Ecuador, was the low dissemination of academic products or services. Which leads to a minimum participation or sale of them. In addition, through the method of direct observation it was evident that at present the means used by the institution of higher education to carry out advertising are usual, such is the case of: social networks, institutional web pages, press and advertisements, among others. The case study was made to the undergraduate and postgraduate departments of the Technical University of Ambato-Ecuador. For the development of this research, empirical and theoretical methods were applied, with the support of technological tools such as Perish and ScienceDirect. Among the results, the following phases are proposed: planning, configuration and search of devices, prior authorization, sending of the message, interaction of the content and evaluation.