Location-based advertising

privacy concerns no big deal

Michael Schade, Rico Piehler, Claudius Warwitz, Christoph Burmann

Research output: Contribution to journalArticle

Abstract

Location-Based Advertising (LBA) is an innovative advertising channel to deliver highly personalized advertising messages. Based on an empirical study the negative effect of privacy concerns on the intention to use LBA is considerably weaker than the positive effect of advertising value.
Original languageEnglish
Pages (from-to)56-61
Number of pages6
JournalMarketing Review St Gallen
Volume33
Issue number6
Publication statusPublished - 2016
Externally publishedYes

Fingerprint Dive into the research topics of 'Location-based advertising: privacy concerns no big deal'. Together they form a unique fingerprint.

Cite this