Location-based advertising: privacy concerns no big deal

Michael Schade; Rico Piehler; Claudius Warwitz; Christoph Burmann

Location-based advertising: privacy concerns no big deal

Michael Schade, Rico Piehler, Claudius Warwitz, Christoph Burmann

Research output: Contribution to journal › Article › peer-review

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 language	English
Pages (from-to)	56-61
Number of pages	6
Journal	Marketing Review St Gallen
Volume	33
Issue number	6
Publication status	Published - 2016
Externally published	Yes

Cite this

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Location-based advertising: privacy concerns no big deal

Abstract

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