Title: Factors influencing effects of location-based EMS advertising: different situational contexts for both genders

Authors: Ya-Ching Lee

Addresses: Institute of Marketing Communication, National Sun Yat-Sen University, 70, Lien-Hai Road, Kaohsiung 80424, Taiwan

Abstract: Location-based advertising utilises location-tracking technology to provide users with valuable commercial information which is specific to their location. The primary aim of this study is to investigate the factors influencing consumers' attitudes towards such location-based advertising and the moderate effects of situational context. The results indicate that entertainment, personalisation and privacy concerns all have direct impacts on consumer attitudes, with situational contexts moderating the impacts of these factors on such consumer attitudes. This paper also explores across gender differences of attitudes towards LBA. The study provides practical suggestions for mobile operators and advertising agencies.

Keywords: enhanced messaging service; location-based advertising; LBA; situational contexts; EMS advertising; gender differences; consumer attitudes; entertainment; personalisation; privacy concerns.

DOI: 10.1504/IJMC.2015.072079

International Journal of Mobile Communications, 2015 Vol.13 No.6, pp.619 - 640

Received: 04 Nov 2013
Accepted: 10 Nov 2014

Published online: 30 Sep 2015 *

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