Social - Local - Mobile

1. Front Matter

   Pages i-xiv

   PDF

2. “Always on and Always in Touch”: The New Buying Behaviour

   • Gerrit Heinemann, Christian Gaiser

   Pages 1-12

3. Social Commerce as Base Factor No. 1 for SoLoMo

   • Gerrit Heinemann, Christian Gaiser

   Pages 13-54

4. Location-based services as Base Factor No. 2 for SoLoMo

   • Gerrit Heinemann, Christian Gaiser

   Pages 55-99

5. Mobile Commerce as Base Factor No. 3 for SoLoMo

   • Gerrit Heinemann, Christian Gaiser

   Pages 101-154

6. Study: Status and Potential of Location-based services

   • Gerrit Heinemann, Christian Gaiser

   Pages 155-185

7. Back Matter

   Pages 187-206

   PDF

n the future, shopping will be greatly influenced by a combination of localization issues, mobile internet at the point of sale, and use of social networks. This book focuses on the ‘SoLoMo synergies’ that arise from this paradigm shift in future shopping, which also promises new and effective marketing options for traditional retailers. It also reflects the current status of research and business practice, analyzing the basic factors of SoLoMo in detail. The importance of Location-based Services (LBS) is elaborated and analyzed in an empirical study using a market based case of kaufDA – a leading German online shopping network. The evidence shows that customers see LBS as an attractive tool and are prepared to change their buying behavior. Though LBS is still in its early stages and its professional longevity remains to be seen, it also promises tremendous potential for the future.

• Location-based services
• Mobile marketing
• Retail management
• Service management
• Social commerce
• Social media

• eWeb Research Center, Niederrhein University, Mönchengladbach, Germany

  Gerrit Heinemann

• Bonial International GmbH, Bonn, Germany

  Christian Gaiser

Dr. Gerrit Heinemann is currently a Professor of Business Administration, Management and Commerce, and Head of the eWeb Research Center at Niederrhein University of Applied Sciences.

Christian Gaiser is CEO of Bonial International Group, the global alliance of companies in the United States, Germany, France, Spain, Russia and Brazil providing location-based services to retailers, manufacturers and consumers.

Policies and ethics