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Location-based advertising on mobile devices

Author

Listed:
  • Christine Bauer

    (University of Cologne)

  • Christine Strauss

    (University of Vienna)

Abstract

Location-based advertising (LBA) allows the delivery of advertising messages to consumers in places that are known for their particular high and positive advertising effect. While LBA is recognized for static roadside billboards and the Web, LBA can now be found on mobile devices. This mobile advertising adds valuable opportunities for companies: it allows consumers to be addressed (i) individually, (ii) based on their current location, and (iii) dynamically in real-time; furthermore, (iv) content may be replaced quickly by remote access. Accordingly, within the mobile marketing domain, LBA on mobile devices turns over a new leaf. This young research field is interdisciplinary at its core and marketing and technical experts expect major impetus. To contribute to this growing field, we systematically analyze and evaluate existing literature in the field of LBA on mobile devices, and present the results of six analyses. By building bridges between the involved disciplines, we present existing research in a condensed, concise and evaluating form which will support researchers in orienting for future research in the field. Furthermore, we pinpoint selected “white spots” in research and draw attention to promising areas for future research and directions of future development trends.

Suggested Citation

  • Christine Bauer & Christine Strauss, 2016. "Location-based advertising on mobile devices," Management Review Quarterly, Springer, vol. 66(3), pages 159-194, June.
    • Handle: RePEc:spr:manrev:v:66:y:2016:i:3:d:10.1007_s11301-015-0118-z
    DOI: 10.1007/s11301-015-0118-z
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    References listed on IDEAS

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    1. Zheng Fang & Bin Gu & Xueming Luo & Yunjie Xu, 2015. "Contemporaneous and Delayed Sales Impact of Location-Based Mobile Promotions," Information Systems Research, INFORMS, vol. 26(3), pages 552-564, September.
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    4. Xiaolun Wang & Zhijuan Hong & Yunjie (Calvin) Xu & Chenghong Zhang & Hong Ling, 2014. "Relevance judgments of mobile commercial information," Journal of the Association for Information Science & Technology, Association for Information Science & Technology, vol. 65(7), pages 1335-1348, July.
    5. Rik Pieters & Luk Warlop & Michel Wedel, 2002. "Breaking Through the Clutter: Benefits of Advertisement Originality and Familiarity for Brand Attention and Memory," Management Science, INFORMS, vol. 48(6), pages 765-781, June.
    6. Okazaki, Shintaro & Taylor, Charles R., 2008. "What is SMS advertising and why do multinationals adopt it? Answers from an empirical study in European markets," Journal of Business Research, Elsevier, vol. 61(1), pages 4-12, January.
    7. Montgomery, Alan L. & Smith, Michael D., 2009. "Prospects for Personalization on the Internet," Journal of Interactive Marketing, Elsevier, vol. 23(2), pages 130-137.
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    Cited by:

    1. Saad AIT LAMKADEM & Smail OUIDDAD, 2020. "Ethical issues about kids targeting," International Journal of Research and Scientific Innovation, International Journal of Research and Scientific Innovation (IJRSI), vol. 7(12), pages 37-42, December.
    2. Li, Yiling & Kim, Hye-jin & Do, Boram & Choi, Jeonghye, 2022. "The effect of emotion in thumbnails and titles of video clips on pre-roll advertising effectiveness," Journal of Business Research, Elsevier, vol. 151(C), pages 232-243.
    3. Stephanie Schwipper & Severine Peche & Gertrud Schmitz, 2020. "Mobile Location-Based Services’ Value-in-Use in Inner Cities: Do a Customer’s Shopping Patterns, Prior User Experience, and Sales Promotions Matter?," Schmalenbach Business Review, Springer;Schmalenbach-Gesellschaft, vol. 72(4), pages 511-564, October.
    4. Safura M. Kallier Tar & Johannes A Wiid, 2021. "Consumer perceptions of real-time marketing used in campaigns for retail businesses," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 10(2), pages 86-105, March.
    5. Thomas Wozniak & Dorothea Schaffner & Katarina Stanoevska-Slabeva & Vera Lenz-Kesekamp, 2018. "Psychological antecedents of mobile consumer behaviour and implications for customer journeys in tourism," Information Technology & Tourism, Springer, vol. 18(1), pages 85-112, April.
    6. Mauro Luis Gotsch & Marcus Schögel, 2023. "Addressing the privacy paradox on the organizational level: review and future directions," Management Review Quarterly, Springer, vol. 73(1), pages 263-296, February.

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    More about this item

    Keywords

    Location-based advertising; Location-based marketing; Targeting; Mobile device; Adaptive advertising;
    All these keywords.

    JEL classification:

    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management
    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes

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