Download this Paper Open PDF in Browser

Mobile Advertising: Does Location Based Advertising Work?

International Journal of Mobile Marketing, December 2008

23 Pages Posted: 23 Aug 2012  

Syagnik (Sy) Banerjee

University of Michigan Flint

Ruby Roy Dholakia

University of Rhode Island - College of Business Administration

Date Written: 2008

Abstract

Location-based advertising (LBS) through mobile phones aims to remove geographical and information barriers between consumers and marketplace offerings by reaching shoppers when they are proximate to advertisers’ locations. Though such contextual advertising seems convenient, it may also be perceived as intrusive. This paper examines the effectiveness of such “convenient” advertising through an experiment which manipulates the location in terms of a private – public dimension. The results suggest that this location dimension and what the recipients are doing (context) affect their perceptions of usefulness of the ad, store evaluations, and willingness to respond to the offer. The findings are discussed in terms of how, when and where to advertise via mobile devices.

Keywords: location-based advertising, mobile advertising, advertising e/ffectiveness, task congruence, advertising context, perceived usefulness

Suggested Citation

Banerjee, Syagnik (Sy) and Dholakia, Ruby Roy, Mobile Advertising: Does Location Based Advertising Work? (2008). International Journal of Mobile Marketing, December 2008 . Available at SSRN: https://ssrn.com/abstract=2135087

Syagnik (Sy) Banerjee (Contact Author)

University of Michigan Flint ( email )

303 E. Kearsley Street
Flint, MI 48502
United States

Ruby Roy Dholakia

University of Rhode Island - College of Business Administration ( email )

Kingston, RI 02881
United States

Paper statistics

Downloads
1,827
Rank
6,582
Abstract Views
4,597