Title: Factors influencing attitude toward advertisements in location-based services and the mediation effect of advertisement context value

Authors: Seokho Victor Lee; Hyungjin Lukas Kim; Kihyon Kim; Jinyoung Han; Hanjun Lee

Addresses: LG Household and Health Care, 58, Saemunan-ro, Jongno-gu, Seoul, South Korea ' Department of Future and Convergence Business Administration, Myongji University, 34, Geobukgol-ro, Seodaemun-gu, Seoul, South Korea ' BK21 FOUR R&E Center for Business Administration, Korea University Business School, Korea University 145, Anam-ro, Seongbuk-gu, Seoul, South Korea ' Humanities Research Institution, Chung-Ang University, 84 Heukseok-Ro, Dongjak-gu, Seoul 156-756, South Korea ' Department of Management Information Systems, Myongji University, 34, Geobukgol-ro, Seodaemun-gu, Seoul, South Korea

Abstract: Recently, mobile environments and smart devices have become more popular, and thus, location-based advertising (LBA) is increasingly being used in various fields. It enables personalisation, localisation, and immediate service provision. However, existing studies have not considered the effect of location or context based on LBA-specific characteristics. It is not clear how positive these contextual factors are. This study suggests an integrated research model that includes advertising value and context value. This study investigates the factors influencing advertising value (entertainment, informativeness, and irritation) and the mediating effect of the context value between the advertising value and attitude toward the advertisements in LBA. The results show that irritation is not significantly related to advertising value in LBA, which is different from other advertisements. Context value affects attitude toward the advertisements as a mediator for the younger group. This study sheds more light on the LBA research area.

Keywords: mobile advertising; attitude toward the advertisement; location-based advertising; LBA; advertising context value.

DOI: 10.1504/IJMC.2024.138781

International Journal of Mobile Communications, 2024 Vol.23 No.4, pp.393 - 424

Received: 20 Apr 2021
Accepted: 07 Aug 2022
Published online: 31 May 2024 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article