Title: Location-based advertising in an emerging market: a study of Mongolian mobile phone users

Authors: Jengchung V. Chen; Bo-chiuan Su; David C. Yen

Addresses: Institute of International Management, National Cheng Kung University, No. 1 University Road, Tainan 70101, Taiwan ' Department of Information Management, National Dong Hwa University, No. 1, Sec. 2, University Road, Shoufeng, Hualien 97401, Taiwan ' SUNY College at Oneonta, Oneonta, NY 13820, USA

Abstract: With the advances in communication and location-based technology, location-based advertising has been used frequently for mobile advertising. However, scholarly works regarding location-based advertising are still few and far between. This study examines the significance of association between format of advertisement, product involvement, privacy, and brand credibility and consumers' attitudes towards the location-based advertising. The relationship between attitudes towards the location-based advertising and attitudes towards brands is also investigated. The experimental design with web surveys was conducted on 464 staff members of MobiCom Corporation, the largest mobile phone operator in Mongolia. Results show that animated location-based advertising, less personal information embedded advertisement message and foreign-brand products advertised through location-based advertising are significant contributors to a positive attitude towards location-based advertising. Moreover, there is a statistically significant relationship between attitude towards the location-based advertising and attitude towards brands. The implications of the findings are provided.

Keywords: mobile communications; location-based advertising; mobile commerce; m-commerce; product involvement; privacy; brand credibility; emerging markets; Mongolia; mobile phone users; mobile phones; cell phones.

DOI: 10.1504/IJMC.2014.061462

International Journal of Mobile Communications, 2014 Vol.12 No.3, pp.291 - 310

Received: 08 May 2021
Accepted: 12 May 2021

Published online: 26 May 2014 *

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