Abstract:

As of 2017, a third of internet users worldwide has “used a mobile payment service in the last month”, with forecasts projecting over 1.1 billion proximity mobile payment users worldwide by 2021 (Statista, 2019). Mobile payment methods and apps are key technologies of interest to managers, who are unsure about the business impact. This is one of the first studies to differentiate between different forms of cashless mobile payments: SMS mobile payment only, SMS mobile payers who downloaded the app but never switched to app mobile wallet, and mobile wallet users. For a large, international beverage brand sold in vending machines, difference-in-difference-in-differences (DDD) methodology we find that different forms of mobile payments have different potential to impact purchase behavior.

Zur Person:

Professor Pauwels’ research is at the interface of marketing productivity, metrics and social media. Through time series econometrics, he quantifies how marketing actions affect offline and online consumer behavior, and how these in turn lift company performance. Prof. Pauwels is a worldwide expert in modeling such long-term effects of advertising, pricing and channel changes, and product innovation. His work has appeared in journals such as Journal of Advertising Research, Journal of Interactive Marketing, Journal of Marketing, Journal of Marketing Research, Marketing Science and Management Science. He teaches Marketing Performance at the masters and undergraduate levels.