Mobile Operating Systems’ Impact on Customer Value: IOS vs. Android

Amidst the growing focus on media engagement and customer value in retail marketing literature, mobile commerce (MC) research has gained prominence. This research explores how customers employ mobile operating systems to engage with retailers and extract value within the context of Fast Moving Consumer Goods (FMCG) in retail. In Study 1, a survey involving 398 users uncovered that the customer handset OS moderates the effects of social media, traditional media engagement, and retail “place” on customer value. In Study 2, leveraging data from a foreign FMCG brand deeply immersed in social media platforms, we scrutinize how such engagement dynamics affect the influence of “place” on product sales across e-commerce and conventional retail channels. Our findings make significant theoretical contributions to comprehending customer value in MC, with practical implications for marketers, emphasizing the potential of customer mobile operating system as a valuable tool for effective marketing strategies.