Year: 2025
Type: article
Study design: Systematic Review
Abstract: As digital dependency continues to grow, marketers increasingly leverage this trend through advanced marketing strategies like location-based marketing (LBM). This study examines the problem of effectively engaging target customers using LBM by analyzing how mobile devices and applications facilitate customer tracking through data collection on location and preferences. Using a systematic review methodology, the research investigates various LBM applications and technologies, illustrating their impact on customer engagement and marketing effectiveness. Findings reveal that specific LBM strategies, enabled by GPS, Wi-Fi, and Bluetooth technologies, significantly enhance real-time customer interaction and personalization. These insights emphasize LBM's potential in modern digital marketing practices.
Source: Zhongguo Kuangye Daxue Xuebao
Authors: Hazimeh, Mohammad M., Ashaal, Ahmad
Institution: Lebanese International University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W7220207740