Location-Based Advertising: Privacy Concerns No Big Deal

Michael Schade, Rico Piehler, Claudius Warwitz and Christoph Burmann

Marketing Review St.Gallen, 2016, vol. 33, issue 6, 56-61

Abstract: Location-Based Advertising (LBA) is an innovative advertising channel to deliver highly personalized advertising messages. Based on an empirical study the negative effect of privacy concerns on the intention to use LBA is considerably weaker than the positive effect of advertising value.

Date: 2016
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