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Determinants of mobile consumers' perceived value of location-based advertising and user responses

Year: 2016

Type: article

Abstract: This study examines factors affecting mobile consumers' perceived advertising value of latest location-based mobile advertising (LBA) and its relationship with user responses. Data was collected from a nationally representative web survey of 605 respondents who fit the demographic quotas of mobile consumers in Singapore. Partial least squares results show that privacy concerns have a stronger negative effect on perceived LBA value than perceived sacrifice, while perceived utility, utilisation of contextual information and trust positively predict perceived LBA value. Moreover, perceived LBA value increases consumers' responses to purchase advertised brands, followed by searching for brand information and passing LBA to others. Implications for mobile advertising theories and practices are discussed.

Source: International Journal of Mobile Communications

DOI: 10.1504/ijmc.2016.075019

Authors: Trisha T.C. Lin, Fernando Paragas, John Robert Bautista

Institutions: Nanyang Technological University, University of the Philippines Diliman

Language: English

Topic: Marketing and Advertising Strategies

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: bronze

OpenAlex ID: W2296602927

FWCI: 11.42

Cites: 41

Cited by: 63

Related to: 10