ISSN 2292-9355 Login Register
Call for Paper - December 2018 Edition
JORM solicits original research papers for the December 2018 Edition of JORM. The date of manuscript submission is Open
Read More

Email this article (login required)

Consumers Attitude Towards Location-Based Advertising: An Exploratory Study

Matthew A Gana, Toney K Thomas

Abstract


dapatkan informasi Berita terkini paling update

A location-based service application is a recent innovative mobile application to travel industry. The adoption and use of this application by the consumers’ raised concerns on permission-based information to divulge. This study examined location-based advertising, a new and innovative location-based mobile marketing strategy available to business. The study conducted an interview using a focus group. It found that consumers attitude towards location-based advertising still an issue due to permission-based authority. The implications for the study and future research were discussed. The paper is structured into an introduction, literature, discussion, and conclusion.


Keywords


Consumers’ attitude; Location-based service applications; Location-based advertising, Rewards; Travelling

Full Text:

PDF
Number of downloads: 2799

Full Text: PDF

Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution 3.0 License.

Quick Link

Journal Content

  • Search

Peer Review

JORM introduces peer-review from its first Edition onwards. The researchers submitting their papers for publication should review atleast one technical paper from their domain. The manuscript also undergoes mandatory procedural review with JORM review and scholar panel.