Do not disturb while shopping. L’effetto di shopping orientation e social presence sull’efficacia della in-store mobile communication

By focusing closely on the in-store technology and location based advertising, the paper aims to explore and understand when and how push mobile stimuli in retail setting affects consumer's shopping basket, highlighting the moderating role of content type of mobile ad (shopping related-shopping unrelated), shopping orientation of consumers (task-focused, experiential-focused), and tools (WhatsApp - Facebook). To this purpose, two between-subjects experiments were conducted. Results reveal how consumers under an experiential-focused shopping orientation are more responsive to push mobile ad, especially when the ad is framed as shopping related. Moreover, findings show how the effectiveness of push mobile ad increases when the ad is conveyed by tool with a high level of perceived social presence.