Antecedents of the intention to use location-based-advertising : advertising value, privacy concerns, and the role of brand trust: An abstract

Michael Schade*, Rico Piehler, Claudius Warwitz, Christoph Burmann

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingConference abstractpeer-review

1 Citation (Scopus)

Abstract

The increasing diffusion rate of GPS-enabled smart phones and the possibility to collect and handle a huge amount of data in real time (the so-called Big Data) equip marketing managers with an innovative advertising channel: Location-Based Advertising (LBA). Despite the vast opportunities offered by LBA, consumers are still skeptical about this innovative advertising channel. While consumers may see benefits of LBA, privacy becomes an important concern (the so-called personalization–privacy paradox). Therefore, it is very important for LBA providers to identify factors influencing the intention to use LBA and, thereby, the willingness to disclose personal information. These antecedents were identified in this study applying privacy calculus and expectancy theory and the advertising value model. Based on an empirical study with 1121 German smart phone users, the positive effect of advertising value on intention to use LBA is larger than the negative effect of privacy concerns. In addition, there are positive effects of entertainment and informativeness on advertising value and a negative effect of irritation on advertising value. Finally, brand trust and self-efficacy have negative effects on privacy concerns. Comparing both antecedents, brand trust has a stronger effect on privacy concerns than self-efficacy.
Original languageEnglish
Title of host publicationMarketing at the confluence between entertainment and analytics
Subtitle of host publicationProceedings of the 2016 Academy of Marketing Science (AMS) World Marketing Congress
EditorsPatricia Rossi
Place of PublicationCham
PublisherSpringer, Springer Nature
Pages1077-1078
Number of pages2
Volume2
ISBN (Electronic)9783319473314
ISBN (Print)9783319473307
DOIs
Publication statusPublished - 2017
Externally publishedYes
Event2016 Academy of Marketing Science (AMS) World Marketing Congress - Paris, France
Duration: 19 Jul 201623 Jul 2017

Publication series

NameDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science
PublisherSpringer Nature
ISSN (Print)2363-6165
ISSN (Electronic)2363-6173

Conference

Conference2016 Academy of Marketing Science (AMS) World Marketing Congress
Country/TerritoryFrance
CityParis
Period19/07/1623/07/17

Keywords

  • Personal Information
  • Smart Phone
  • Customer Relationship Management
  • Privacy Concern
  • Usage Intention

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