Comparing factors affecting attitudes toward LBA and SoLoMo advertising

Ya-Ching Lee ()
Additional contact information
Ya-Ching Lee: National Sun Yat-Sen University

Information Systems and e-Business Management, 2018, vol. 16, issue 2, No 6, 357-381

Abstract: Abstract This study compares the effectiveness of location-based advertising (LBA) and social-local-mobile (SoLoMo) advertising. The results show that SoLoMo advertising is more effective than LBA. Consumers perceive a higher level of brand interaction, entertainment, informativeness, perceived location awareness, and sociability in SoLoMo advertising than in LBA. This study also discovers that there are differences in consumers’ reaction to the ads on different situational contexts and platforms. The academic contribution of this paper lies in the direct comparison of the effectiveness of LBA and SoLoMo advertising, which was lacking in the literature. To our knowledge, this is the first study in which comparison between LBA and SoLoMo advertising is made. This paper fills the gap by investigating how factors associated with advances of modern smartphone functionalities, brand interaction, perceived location awareness, and sociability, affect attitudes towards ads. It also contributes to the theory of effectiveness of telecommunication promotion by examining how consumers react to ads in different situational contexts on different platforms. Finally, this study provides practical suggestions.

Keywords: Brand interaction; effectiveness; informativeness; location-based advertising; Platform; Situational contexts; SoLoMo (search for similar items in EconPapers)
Date: 2018
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://link.springer.com/10.1007/s10257-017-0364-9 Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:infsem:v:16:y:2018:i:2:d:10.1007_s10257-017-0364-9

Ordering information: This journal article can be ordered from
http://www.springer. ... ystems/journal/10257

DOI: 10.1007/s10257-017-0364-9

Access Statistics for this article

Information Systems and e-Business Management is currently edited by Jörg Becker and Michael J. Shaw

More articles in Information Systems and e-Business Management from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().