Location-based advertising

privacy concerns no big deal

Michael Schade, Rico Piehler, Claudius Warwitz, Christoph Burmann

Research output: Contribution to journalArticle


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
Issue number6
Publication statusPublished - 2016
Externally publishedYes

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