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- Title
ÜRÜNLER GÜÇLÜ OLARAK FARKLILAŞTIRILDIĞINDA REKABETÇİ KONUM TABANLI VE YÖRÜNGE TABANLI MOBİL HEDEFLEMENİN ANALİZİ.
- Authors
CEZAR, Asunur
- Abstract
Developments in mobile technologies and analytics have made it possible for sellers to target mobile consumers using their geolocation and mobile trajectory. Using a game-theoretic model in which two competing sellers offering a homogenous product, Cezar and Raghunathan (2021) explore the long-term implications of targeting mobile consumers using location or trajectory and show that the type of targeting that will emerge depends on the ratio of consumer’s time cost to transportation cost. We extend Cezar and Raghunathan (2021) by considering a scenario in which the two competing sellers offer a differentiated product and we show that when consumers have strong product preferences, trajectory-based targeting emerges as the sole equilibrium regardless of the ratio of consumers’ time cost to transportation cost and sellers benefit at the expense of consumers and society.
- Subjects
CONSUMERISM; CONSUMERS; TRANSPORTATION costs; COST effectiveness; GAME theory
- Publication
Pamukkale University Journal of Social Sciences Institute / Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 2023, Vol 54, p57
- ISSN
1308-2922
- Publication type
Article
- DOI
10.30794/pausbed.1170082