Syagnik Banerjee

Enhancing mobile coupon redemption in fast food campaigns

Purpose – The purpose of this paper is to illustrate how managers can strategize different aspects of mobile coupon promotions to enhance their redemption rates.Design/methodology/approach – A secondary data set of campaign designs and responses were provided by a Midwestern mobile marketing firm. The data is further analyzed using ANOVAs and mean comparisons.Findings – Consumers are more responsive to coupon designs which are congruent with the nature of the product. For utilitarian products they respond more to “smarter” deals with dollar or percent off, and for hedonic products they respond more to the timing of receiving the message.Practical implications – Marketers need to better understand local customer demographic profiles to be able to identify their lifestyle- convenient timings, needs and cravings, so that coupons can be accordingly designed.Originality/value – This paper examines behavioral data in a new (mobile) medium of direct marketing, which allows us to capture data across a wider range of physical situations than traditional media, adding more richness and validity to the findings of our research.

Location Based Mobile Advertisements and Gender Targeting

Purpose: The purpose of this study was to examine the differential effects of Location Based mobile advertisements on men and women in work leisure situations. Design/methodology/approach: The study conducted was in a scenario based experimental design in the 2X2X2 ANOVA format. Independent variables included Type of locations (Private/Public), Situations (work/leisure), and Gender (Male/Female). Dependent variables included perceptions and behavioral intentions. Findings: Recent findings often indicate that men are more receptive to location based ads than women. However, in this paper we show that in some circumstances women are more favorable to the same mobile location based ads than men because both women and men‟s reactions depend on specific location and task situations. Practical implications: Based on these findings, managers will be able to better target ads to specific genders in different locations and situations thus maximizing the relevance of the ads, click through rates and affect cost per thousand impressions.Originality/value: There has been little research on how men versus women react to location based ads based on their orientation towards different situations at hand. This research illustrates what differences exist in their perceptions of LBA and why.

Measuring Intangible Effects of M-Coupon Campaigns on Non Redeemers

Purpose – The purpose of this paper is to demonstrate how to design better awareness and memory of product information using mobile coupon campaigns among those who do not redeem the coupons.Design/methodology/approach – The research involves two field experiments with a Mid Western mobile marketing firm where differently designed coupons were sent out to men and women customers of a fast food chain, and non-redeemers filled out a survey revealing how much they remembered. The research also connected their subsequent purchases a week later. The data were analyzed using ANOVAs.Findings – Factual ad claims create better recognition than descriptive ad claims in general, but among older working people when ad is viewed in leisure situations men better remember descriptive appeals, and women factual appeals. Also the memory has no effect on purchase intentions or future purchases. In contrast, among younger students, men remember factual ad claims better than descriptive, like women, and their memory has significant effects on subsequent purchase behavior.Research limitations/implications – Selectivity hypotheses may be applied to design advertising congruity/incongruity based on tasks people are doing in different physical situations. Other limitations include some sampling error (or selectivity) and its difficulties in generalizability across industries.Practical implications – Managers can build awareness using different types of ad claims depending on gender and situation among older working groups, and use factual appeals for younger groups. Among younger groups the memory of coupons can also drive subsequent purchase behavior.Originality/value – The paper uncovers the value of non redeeming customers in m-coupon campaigns, and identifies how to target and design campaigns to best extract that value

Wearable devices and healthcare: Data sharing and privacy

ABSTRACT Wearable devices introduce many new capabilities to the delivery of healthcare. But wearables also pose grave privacy risks. Furthermore, information overload gets in the way of informed consent by the patient. To better protect American patients in an increasingly digital world, the U.S. Congress passed the Health Insurance Portability and Accountability Act of 1996 (HIPAA). This article examines the adequacy of HIPAA vis-à-vis issues raised by wearable technologies in the Internet of Things environment and identifies policy gaps and factors that drive health data exposure. It presents a 2 × 2 Partnership-Identity Exposure Matrix, illustrates implications in four different contexts, and provides recommendations for improving privacy protection.

Mind in eBay, body in Macy’s

With the ubiquitous diffusion of mobile-enabled internet, individuals are constantly immersed in both virtual and physical environments. While this causes distractions, lower attention spans and disasters such as texting while driving and walking, it also creates synergies and smoother navigational experiences. Technology developers, marketers and policy-makers are both concerned and intrigued to understand how to deploy these mobile technologies so as to optimize their disruptive impact. In this paper, the authors aim to develop a framework of dual consciousness to understand the potential causes and outcomes of individual’s simultaneous presence in physical and virtual worlds.,A careful review of past academic literature on behavior, as well as media reports of incidents of disruptions, led the authors to construct a 2 × 2 framework depicting behaviors that indicated high-low consciousness in physical, as well as virtual worlds.,In dual environments, individuals either dissociate from one of the environments or integrate both environments. While the former is driven by the multiplicity of irrelevant roles and goals, oblivion of relevant roles, perception of group norms and performance of practiced routine tasks, the latter is driven by strong executive control processes, focused singular goals and usage of the virtual environment to reinforce their physical tasks. The most affected parties are retailers, service providers, digital marketers and social media marketers.,Most prior research in interactive marketing examine effects of online stimuli on online behavior. This paper identifies the noise created by physical context on clicks as well as the interference created by virtual stimuli on physical purchases and service experiences.

Assigning Geo-relevance of Sentiments Mined from Location-Based Social Media Posts

Broad adoption of smartphones has increased the number of posts generated while people are going about their daily lives. Many of these posts are related to the location where that post is generated. Being able to infer a person’s sentiment toward a given location would be a boon to market researchers. The large percentage of system-generated content in these posts posed difficulties for calculating sentiment and assigning that sentiment to the location associated with the post. Consequently our proposed system implements a sequence of text cleaning functions which was completed with a naive Bayes classifier to determine if a post was more or less likely to be associated with an individual’s present location. The system was tested on set of nearly 30,000 posts from Foursquare that had been cross-posted to Twitter which resulted in reasonable precision but with a large number of posts discarded.

Travel and us: the impact of mode share on sentiment using geo-social media and GIS

Abstract Commute stress is a serious health problem that impacts nearly everyone. Considering that microblogged geo-locational information offers new insight into human attitudes, the present research examined the utility of geo-social media data for understanding how different active and inactive travel modes affect feelings of pleasure, or displeasure, in two major US cities: Chicago, Illinois and Washington DC. A popular approach was used to derive a sentiment index (pleasure or valence) for each travel Tweet. Methodologically, exploratory spatial data analysis (ESDA) and global and spatial regression models were used to examine the geography of all travel modes and factors affecting their valence. After adjusting for spatial error associated with socioeconomic, environmental, weather and temporal factors, spatial autoregression models proved superior to the base global model. The results showed that water and pedestrian travel were universally associated with positive valences. Bicycling also favourably influenced valence, albeit only in DC. A noteworthy finding was the negative influence temperature and humidity had on valence. The outcomes from this research should be considered when additional evidence is needed to elevate commuter sentiment values in practice and policy, especially in regards to active transportation.

GEMS OR FAKES? USING LOCATION AWARE TWEETS TO ASSESS ONLINE REVIEW-RELIABILITY

Online review sites have become both popular and indispensable for many industries that have recognized the importance of word-of-mouth as advertising tools. Hotels and restaurants that are rated highly by travel site “Trip advisor” proudly put a sticker outside their business locations demonstrating their popularity. The review site logos, and the business scores on stickers and badges regularly serve as seals of approval and symbols of reliability. This has given rise to a cottage industry that misuse the trust. While some businesses post flattering reviews as advertising, competitors sometimes falsely slander reputation of competitors. There has been some research which explores the issue of reliability of online reviews, for example, Luca and Zervas, (2015)* identify different restaurant characteristics that cause them to use fake reviews. Ney (2013)* identifies factors consumers use to assess credibility of online reviews. The problem of unreliable reviews creates an interesting set of issues that we attempt to address in this paper. First, if there is a way to confirm whether the reviews are reliable without engaging in primary data collection. Second, what explains the underreporting or over reporting of the quality of a place? To answer the above questions, in this paper the authors extract emotions embedded in location-based tweets emerging from restaurant locations to verify the reliabilities of their online review scores on Yelp. Due to the real-time nature of the feedback, location based tweet content is free of certain survey response biases like social desirability bias. In order to collect location based tweets, we mined data from consumers checking-in via Foursquare (a location based social network application) at restaurants, across six regions in USA. These regions were chosen because of the high volume of check-ins emanating from them on foursquare. Using this data set we were able to extract specifics such as the name of the restaurant, the content of the tweet and related temporal variables impacting the consumer’s experience in a particular business location. Over twenty five thousand tweets were analyzed which were posted by approximately 14000 users. Further, we developed a scale measuring emotions embedded in the tweets with the help of University of Florida’s Affective Norms for English Words (ANEW) scale. Each of the tweets were divided into its constituent’s words and the words were checked against the Anew scale items. When a word was identified, we allotted a numerical pleasure value to that word. At the end of the processing we had an average numerical pleasure score for each tweet. Using the tweet pleasure score and the Yelp score, an index was computed that could reveal whether Yelp overrated or underrated the restaurant. Further analysis led to preliminary findings that demonstrated how underrated or overrated a restaurant was varied with the type of cuisine served in the restaurant. Among all restaurants, over 75% of the restaurants were classified as overvalued. In other words, based on tweet emotion content, most Yelp ratings appear positively biased. Asian restaurants were the most overvalued (100%) followed by Latin restaurants, which were 88% overvalued. One interesting initial finding was that American category restaurants were the most undervalued. 43% of the restaurants were undervalued on yelp as compared to their pleasure ratings.