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.
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.