Lenz-Kesekamp, Vera KristinaVera KristinaLenz-Kesekamp2023-04-132023-04-132021https://www.alexandria.unisg.ch/handle/20.500.14171/111145Branded apps inform retail customers about all relevant issues concerning purchasing. To promptly inform customers about the app in general and latest offer information in particular, Push Notifications (PN) are increasingly used. By applying the concept of persuasive communication, based on existing research, it can be assumed that PN make it possible to influence the behavior of retail customers within the app and in relation to their purchases in an even more targeted manner. However, in the case of Swiss retail the question of how persuasive communication within the PN of a branded apps design remains unanswered by current research efforts. Therefore, the aim of this dissertation is, on one hand, to evaluate the current state of PN use in the Swiss retail with a qualitative approach and to clarify the question of whether and which persuasive communication strategies are used. On the other hand, the role of persuasive mobile customer communication in retail companies will be worked out with national mobile marketing and retail experts in order to shed light on strategic and organizational procedures with regard to PN. The final goal is the quantitative analysis of the effect in persuasive PN on the future purchase behavior of retail customers. A mixed-method design consisting of a systematic literature analysis, a qualitative content analysis, expert interviews, and a quasi-experimental online customer survey sets the methodological framework for this approach and serves to achieve the three research objectives mentioned above. The results indicate that PN are already widely used in Swiss retail and they have the potential to become an indispensable instrument of mobile marketing. However, little differentiation is apparent with regard to persuasive content, timing, and visual design elements. In addition, the research results show that, although PN can be used to create new direct access to the customers, this is not fully exploited by Swiss retailers. Further, the research results indicate that PN have a significant influence on the future purchase behavior of retail customers and different persuasive formulations elicit different responses from them. In summary, the dissertation closes the research gap on the handling of persuasive PN in Swiss retail, prepares the ground for further research in this area, and provides practical advertising recommendations for retailers.deApp <Programm>MarketingSmartphoneBeeinflussungBenutzerverhaltenEDIS-5059doctoral thesis