Role of group cohesiveness in targeted mobile promotions
نویسندگان
چکیده
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 effect social context group cohesiveness) on consumer responses such promotions. We develop a metric for measuring tie-strengths between individuals in co-located and compute holistic measure, cohesiveness, from longitudinal physical location data. deploy this new field experiment explore cohesiveness (high vs. low) mobile promotions varying lead-times. Across all our studies, we demonstrate that shorter lead-times are preferred more by presence high cohesive groups (versus low groups). Thus, marketers should advantage attributes (such as cohesiveness), which can be derived ubiquitous tracking data tailor their based consumers’ real-time activities.
منابع مشابه
Variation in spatial cohesiveness in a group of Japanese macaques (Macaca fuscata) Short title: Group cohesiveness in Japanese macaques Authors:
متن کامل
Unearthed: The Other Side of Group Cohesiveness
One of the most consistently studied constructs in group dynamics research is Cohesiveness. It is a fact, that there is a tendency to see the effects of group cohesiveness as being largely positive. The periodic review of cohesiveness–performance relation had been positive. However, not much attention has been devoted to the fact that group cohesiveness can be detrimental to the group performan...
متن کاملrole of cultural iran in promotion of multilaieralism in central asia and caucasus
cultural iran is a scope that is more extended than the political territories of iran as a political unit. this concept means that cultural geography(mehdi moghanlo-1383-1) of iran is greater than its political geography which, according to history, has a long history extending west-east from kandahar to the euphrates and north-south from the persian gulf to the caucasus including transoxiana a...
15 صفحه اولfaculty of psychology and social sciences group of anthropology master thesis in major of anthropology
چکیده پایان نامه (شامل خلاصه، اهداف، روش های اجرا و نتایج به دست آمده): کار جمع آوری گو یش های محلی در سال های اخیر شتاب امیدوار کننده ای به خود گرفته است. شاید از بارزترین اهداف جمع آوری گویش های مختلف، ثبت و ضبط آن، جلوگیری از نابودی و مهمتر از همه حل مشکلات دستوری زبان رسمی باشد. دقت در فرآیند های زبانی گویش های محلی نوع ارتباط مردم نواحی مختلف با پیرامون نشان را به ما نشان خواهد داد. از س...
Leveraging Group Cohesiveness to Form Workflow Teams
Past literature shows that workflows will be performed with greater efficiency and/or effectiveness if workflow teams have higher group cohesiveness. The major contribution of this work in progress is the creation and implementation of a formal generalized methodology that incorporates ideas from two diverse fields: social network theory and workflow modeling, and allows optimization of work gr...
متن کاملذخیره در منابع من
با ذخیره ی این منبع در منابع من، دسترسی به آن را برای استفاده های بعدی آسان تر کنید
ژورنال
عنوان ژورنال: Journal of Business Research
سال: 2021
ISSN: ['1873-7978', '0148-2963']
DOI: https://doi.org/10.1016/j.jbusres.2021.01.030