Factors influencing the intention to use location-based advertising

the effect of entertainment, informativeness, and irritation on advertising value and the effect of brand trust and self-efficacy on privacy concerns

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

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingConference abstract

Original languageEnglish
Title of host publicationWhat happens in marketing, stays digital : rethinking marketing in the era of unlimited data
Subtitle of host publicationProceedings of the 2016 AMA Winter Marketing Academic Conference
EditorsThorsten Hennig-Thurau, Charles F. Hofacker
Place of PublicationChicago
PublisherAmerican Marketing Association
PagesA-3-A-4
Number of pages2
ISBN (Print)0877573611
Publication statusPublished - 2016
Externally publishedYes
Event2016 AMA Winter Educators’ Conference - Las Vegas, United States
Duration: 26 Feb 201628 Feb 2016

Publication series

NameAMA Educators Proceedings
PublisherAmerican Marketing Association
Volume27
ISSN (Print)1054-0806

Conference

Conference2016 AMA Winter Educators’ Conference
CountryUnited States
CityLas Vegas
Period26/02/1628/02/16

Keywords

  • location-based advertising
  • advertising value
  • privacy concerns
  • privacy calculus theory
  • brand trust
  • advertising value model
  • personalized advertising

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