In search of time to bring the message on social media: Effects of temporal targeting and weather on digital consumers

Marketers always incline to deliver advertising messages to the right consumer at the right time. Yet, the question of when exactly should such a persuasive message be sent to a consumer remains elusive in the existing literature. The current study aims to address this research question within the theoretical framework of contextual marketing. The authors argue that contextual information such as time and weather can be used to design more effective mobile advertising campaigns on social media. The results of a field experiment in cooperation with a local restaurant suggest that ads delivered at consumers' pre-decision stage (i.e., non-meal time) are more effective than those delivered at the decision stage (i.e., meal time) to increase consumer spending on the dining-in service. Furthermore, unpleasant weather conditions (i.e., less sunlight) are found to improve the effectiveness of advertising on consumer spending on mobile app food delivery orders. Overall, the authors open future research avenues by demonstrating how and why the two contextual factors, time and weather, influence digital consumer behavior.