Mobile Advertising: Does Location Based Advertising Work?
Year: 2008
Type: preprint
Abstract: Location-based advertising (LBS) through mobile phones aims to remove geographical and information barriers between consumers and marketplace offerings by reaching shoppers when they are proximate to advertisers’ locations. Though such contextual advertising seems convenient, it may also be perceived as intrusive. This paper examines the effectiveness of such “convenient” advertising through an experiment which manipulates the location in terms of a private – public dimension. The results suggest that this location dimension and what the recipients are doing (context) affect their perceptions of usefulness of the ad, store evaluations, and willingness to respond to the offer. The findings are discussed in terms of how, when and where to advertise via mobile devices.
Source: SSRN Electronic Journal
Authors: Syagnik Banerjee, Ruby Roy Dholakia
Institutions: University of Michigan–Flint, University of Rhode Island
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W1793969240