(Don’t) chat me if you can! The effect of mobile in‐store advertising on the shopping basket

According to Grewal et al. (2016), the most important feature of mobile devices is their ability to support location based applications and to enable consumers to use and interact with in-store based technology, amplifying the opportunity for retailers to influence consumer decisions not only during their outside store activities, but throughout the in-store shopping experience. Despite the increasing interest in this topic, relevant both for academics and practitioners, scholarly inquiry into the mobile marketing has transpired in the literature recently, resulting in a limited understanding of marketing communication and shopper response. Yet, while research exists on the scope of mobile marketing (Shankar & Balasubramian, 2009), mobile usability (Venkatesh, Thong and Xu, 2012) and mobile browsing experience (Adipat, Zhang and Zhou, 2011), closer insights are needed in order to address the literature gap regarding the applications of mobile use in retail settings to enhance the shopping experience. By focusing closely on the in-store technology and location based advertising (LBA), the current research aims to directly respond to this request, particularly exploring and understanding how push mobile stimuli in a retail setting can affect consumer’s shopping basket size, highlighting the moderating role of shopping orientation (task focused - experiential), content type of mobile ad (shopping related - shopping unrelated) and tools (Facebook - WhatsApp