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Developing location-based mobile advertising in Singapore: A socio-technical perspective

Author

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  • Lin, Trisha T.C.
  • Paragas, Fernando
  • Goh, Dion
  • Bautista, John Robert

Abstract

Increasing adoption of location-based services and smartphones leads to optimistic forecasts for location-based mobile advertising (LBA).This study investigates the development of emerging LBA in Singapore by examining stakeholders’ perspectives and shaping forces in the socio-technical subsystems (i.e., technology, market/industry, and government/regulation). In addition to document analysis, it conducts in-depth interviews with key industry players in the LBA value chain, policy-makers, and smartphone consumers in order to identify drivers and challenges in this nascent mobile business. The socio-technical analyses show that LBA in Singapore is technology-ready with government support and industry pull, while conservative advertisers, negative consumer attitudes, and insufficient regulations hinder LBA's diffusion. The results reveal that LBA at an early adopter stage in Singapore has a relatively convergent and competitive value chain, as telcos play a crucial part in creating and distributing LBA services. With a newly launched Personal Data Protection Act, smartphone consumers still show concerns about personal privacy, data security, and intrusive spam. Technical implementation and LBA effectiveness are major inhibitors for advertisers' adoption. The Singapore case offers market and regulatory implications for other mobile-advanced countries to develop mobile marketing, location-based services, and LBA.

Suggested Citation

  • Lin, Trisha T.C. & Paragas, Fernando & Goh, Dion & Bautista, John Robert, 2016. "Developing location-based mobile advertising in Singapore: A socio-technical perspective," Technological Forecasting and Social Change, Elsevier, vol. 103(C), pages 334-349.
    • Handle: RePEc:eee:tefoso:v:103:y:2016:i:c:p:334-349
    DOI: 10.1016/j.techfore.2015.06.002
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    Citations

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    Cited by:

    1. Bayerl, Petra Saskia & Jacobs, Gabriele, 2022. "Who is responsible for customers’ privacy? Effects of first versus third party handling of privacy contracts on continuance intentions," Technological Forecasting and Social Change, Elsevier, vol. 185(C).
    2. Liu, Yu-li & Huang, Luyan & Yan, Wenjia & Wang, Xinghan & Zhang, Ruochen, 2022. "Privacy in AI and the IoT: The privacy concerns of smart speaker users and the Personal Information Protection Law in China," Telecommunications Policy, Elsevier, vol. 46(7).
    3. Lu, Chih-Cheng & Wu, Ing-Long & Hsiao, Wei-Hung, 2019. "Developing customer product loyalty through mobile advertising: Affective and cognitive perspectives," International Journal of Information Management, Elsevier, vol. 47(C), pages 101-111.
    4. Rangarajan Parthasarathy & Monica Garfield & Anuradha Rangarajan & Justin L. Kern, 2021. "The Case of Organizational Innovation Capability and Health Information Technology Implementation Success: As You Sow, So You Reap?," International Journal of Healthcare Information Systems and Informatics (IJHISI), IGI Global, vol. 16(4), pages 1-27, October.
    5. Margarita De-Miguel-Guzmán & Carlos Ronquillo-Bolaños & Alexander Sánchez-Rodríguez & Gelmar García-Vidal & Reyner Pérez-Campdesuñer & Rodobaldo Martínez-Vivar, 2020. "Analysis of the Effectiveness of Advertising Messages. Comparison by Media, Typology, and Schedule of Advertisements," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 32(1), pages 27-46.
    6. Willems, Kim & Smolders, Annelien & Brengman, Malaika & Luyten, Kris & Schöning, Johannes, 2017. "The path-to-purchase is paved with digital opportunities: An inventory of shopper-oriented retail technologies," Technological Forecasting and Social Change, Elsevier, vol. 124(C), pages 228-242.
    7. Attahiru Gana, Matthew, 2018. "Personalization Of Tourism Services Through Locationbased Social Network In Nigeria," Ilorin Journal of Business and Social Sciences, Faculty of Social Sciences, University of Ilorin, vol. 20(1), pages 104-117, March.
    8. Mirza A. Haq, Arsalan Mujahid Ghouri, 2017. "Distinctive Characteristics of Mobile Advertising in Measuring Consumers' Attitude: An Empirical Study," Journal of Management Sciences, Geist Science, Iqra University, Faculty of Business Administration, vol. 4(2), pages 199-216, October.
    9. Mütterlein, Joschka & Kunz, Reinhard E. & Baier, Daniel, 2019. "Effects of lead-usership on the acceptance of media innovations: A mobile augmented reality case," Technological Forecasting and Social Change, Elsevier, vol. 145(C), pages 113-124.

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