A Concept of Location-Based Social Network Marketing

Iis Tussyadiah

Research output: Contribution to journalJournal articleResearchpeer-review

Abstract

A stimulus-response model of location-based social network marketing is conceptualized based on an exploratory investigation. Location-based social network applications are capable of generating marketing stimuli from merchant, competition-based, and connection-based rewards resulted from relevance and connectivity. Depending on consumption situations, consumer characteristics, and social network structure, these rewards lead to actual behavior that manifests in variety behavior (i.e., patronage to new places) and loyalty behavior (i.e., increased frequency of patronage to familiar places). This behavior implies changes in patterns of mobility, making this marketing approach particularly relevant for tourism and hospitality businesses. Managerial implications and recommendations for further studies are provided.
Original languageEnglish
JournalJournal of Travel & Tourism Marketing
Volume29
Issue number3
Pages (from-to)205-220
ISSN1054-8408
DOIs
Publication statusPublished - 2012

Keywords

  • location based services
  • Mobile marketing

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