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Chinese customer preferences towards different types of location-based advertising.

Brazaki, E, Krasonikolakis, I., Peiting, H. (2014) Chinese customer preferences towards different types of location-based advertising. In: 4th INTERREG Conference ‘Global Culture and Creativity: From Design to Innovation and Enterprise? . (Access to this publication is currently restricted. You may be able to access a copy if URLs are provided)

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Abstract

Mobile advertising is gaining momentum in recent years. Advertising with location awareness function provides users with more relevant advertisements. Due to the increasing amount of mobile internet users, sending advertisings through mobile devices is feasible. The number of worldwide mobile internet users is expected to achieve 2.23 billion at the end of 2014 (eMarker, 2014) and approximately ¼ of them are Chinese mobile users (East-Asia-Intel.com, 2014). To that end it is crucial to investigate the factors that influence consumers’ attitude toward location-based advertising, and the relationship between attitude and intention. A survey of 224 Chinese respondents showed that the perceived ease of use, perceived innovativeness and interactivity influence consumer’s attitude towards different types of location-based advertising. The study concludes with presenting the theoretical contributions, the managerial implications, and the avenues for further research.

Item Type: Conference or workshop item (Paper)
Uncontrolled keywords: Location Based Advertising, Chinese consumers’ cultural effects, Push and Pull Advertising
Subjects: H Social Sciences
H Social Sciences > H Social Sciences (General)
Divisions: Faculties > Social Sciences > Kent Business School
Faculties > Social Sciences > Kent Business School > Marketing
Depositing User: Ioannis Krasonikolakis
Date Deposited: 21 Nov 2018 15:51 UTC
Last Modified: 30 May 2019 08:21 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/70248 (The current URI for this page, for reference purposes)
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