Skip to main content
Kent Academic Repository

Acceptance of mobile location-based advertising: a privacy calculus model

Gutierrez, Anabel, Calle, Tatiana (2017) Acceptance of mobile location-based advertising: a privacy calculus model. In: AM2017 Conference Proceedings. . ISBN 978-1-5272-1271-8. (KAR id:72968)

Abstract

Location-based advertising is an innovative means for advertisers to reach consumers by sending messages directly to their mobile phones which have been tailored according to their real-time geographic location. Researchers and practitioners are currently looking to better understand the consumers’ acceptance intentions of location-based mobile advertising due to the drastic growth of mobile in recent years. Drawing upon the privacy calculus theory, this study builds a research model to examine the risks and benefits influencing acceptance intention towards mobile location-based advertising. A standardised survey was designed to test the conceptual model and 252 valid responses confirmed the significance of the constructs proposed: internet privacy concerns, intrusiveness, personalization and monetary rewards.

Item Type: Conference or workshop item (Paper)
Uncontrolled keywords: Mobile locations-based advertising (MLBA); privacy calculus theory; internet privacy concerns (IPC); intrusiveness; personalization; monetary rewards
Divisions: Divisions > Kent Business School - Division > Kent Business School (do not use)
Depositing User: Anabel Gutierrez Mendoza
Date Deposited: 13 Mar 2019 15:42 UTC
Last Modified: 16 Feb 2021 14:03 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/72968 (The current URI for this page, for reference purposes)

University of Kent Author Information

  • Depositors only (login required):

Total unique views for this document in KAR since July 2020. For more details click on the image.