Determinants of mobile consumers' perceived value of location-based advertising and user responses

• Main Authors: Paragas, Fernando, Bautista, John Robert, Lin, Trisha Tsui-Chuan
• Other Authors: Wee Kim Wee School of Communication and Information
• Format: Article
• Language: English
• Published: 2017
• Subjects: Location-based mobile advertising; Perceived utility
• Online Access: https://hdl.handle.net/10356/83478; http://hdl.handle.net/10220/42606
• Institution: Nanyang Technological University

This study examines factors affecting mobile consumers' perceived advertising value of latest location-based mobile advertising (LBA) and its relationship with user responses. Data was collected from a nationally representative web survey of 605 respondents who fit the demographic quotas of mob...