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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.

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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: Faculties > Social Sciences > Kent Business School
Depositing User: Anabel Gutierrez Mendoza
Date Deposited: 13 Mar 2019 15:42 UTC
Last Modified: 03 Jun 2019 09:32 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/72968 (The current URI for this page, for reference purposes)
Gutierrez, Anabel: https://orcid.org/0000-0002-3730-8282
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