Smartphones and similar mobile devices have fundamentally changed our daily lives. Consumers can access the internet at any time and from anywhere to utilize information services that were unthinkable just a few years ago. For companies, mobile internet offers a tool for marketing communication to reach customers with personalized advertising content precisely when they are most receptive to an offer. Additionally, each smartphone represents a connected data point that opens the way to fundamentally new and disruptive products, services, and business models.
The main focus of our research is to analyze, using quantitative-empirical methods, the influence of the current context of the consumer on their preferences and, consequently, their usage behavior with mobile devices. We are equally interested in understanding how digital technologies, such as Augmented Reality and Location-based Services, affect customer behavior in both digital and brick-and-mortar retail environments.
- Kinopolis Management Multiplex GmbH
- e plus
- Deutsche Forschungsgemeinschaft (DFG)
- LMUexcellent
- Marketing Science Institute (MSI): Mobile Platforms, Location-based Services, and Their Impact on Customers
- Wharton Customer Analytics Initiative (WCAI): Modeling Mobile Customer Behavior
