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This study aims to investigate the influence of advertising value and privacy concerns on consumers’ intention to use location-based advertising. It also explores if brand trust toward location-based advertising providers and consumers’ privacy self-efficacy reduce privacy concerns.

Based on the privacy calculus and expectancy theory, a conceptual model is developed and empirically tested through structural equation modeling using cross-sectional data of 1,121 actual smartphone users from Germany.

Advertising value positively and privacy concerns negatively affect consumers’ intention to use location-based advertising. As expected, brand trust and consumers’ privacy self-efficacy can reduce consumers’ privacy concerns.

Further research should test and validate the proposed framework in other cultures to gain insights into the culturally specific relevance of privacy concerns and their antecedents. The current study includes sociodemographics as potential moderators; additional studies could investigate other potential moderators (e.g. personality, values).

To reduce consumers’ privacy concerns, location-based advertising providers should make their offers transparent and give consumers control, to increase their privacy self-efficacy. They also should work to strengthen their brand, monitor brand trust trends and avoid any trust-damaging behavior.

This study introduces brand trust toward location-based advertising providers and privacy self-efficacy as factors to reduce consumers’ privacy concerns. It also encompasses a broader, general sample of consumers, which increases the generalizability and practical relevance of the results and supports an initial investigation of sociodemographic factors as potential moderators in this context.

The purpose of this paper is to examine the differential effects of location‐based mobile advertisements on men and women in work leisure situations.

The study conducted was in a scenario based experimental design in the 2×2×2 ANOVA format. Independent variables included: Type of locations (private/public); Situations (work/leisure); and Gender (male/female). Dependent variables included Perceptions and Behavioural intentions.

Recent findings often indicate that men are more receptive to location‐based ads (LBA) than women. However, in this paper the authors show that in some circumstances women are more favourable to the same mobile LBAs than men because both women's and men's reactions depend on specific location and task situations.

Based on these findings, managers will be able to better target ads to specific genders in different locations and situations, thus maximizing the relevance of the ads, click through rates and affect cost per thousand impressions.

There has been little research on how men versus women react to LBAs based on their orientation towards different situations at hand. This research illustrates what differences exist in their perceptions of LBA and why.

This paper aims to empirically test a conceptual model, analysing the effects that features of mobile phone location-based advertising (MLBA) services (customisation, permission and intrusiveness) have on attitudes and purchase intentions, using the theory of interactive advertising. In addition, the moderating effect of receiving such messages at point of purchase (POP) is assessed.

Scenario-based online surveys were used, which manipulated the timing and levels of customisation of the message. Responses were received from 422 “net generation” consumers.

Customisation, permission and intrusiveness all have a direct effect on consumer attitudes towards MLBA messages, and subsequently purchase intention. In addition, receiving such messages at POP strengthens the relationships between intrusiveness and attitudes, but surprisingly weakens the effect of customisation on attitudes.

Future research could consider more widespread product categories and try to measure actual behaviour. There is also potential to investigate mobile relationship marketing.

Through permission, consumers can control the flow of messages and customise the messages they receive. While consumers benefit greatly, managers also gain opportunities through facilitating co-creative functions. These efforts will be in vain, however, if the consumer perceives the messages to be intrusive.

While there is much research that looks at the impact of interactive advertising features on attitudes and behaviour, research has yet to consider these factors in an MLBA context. In addition, it has not considered how providing such messages at POP can influence these relationships.

The purpose of this paper is to examine a proposed model of location-based advertising (LBA) effectiveness upon the influence of integrative perceived values on consumers' attitude and behavioral responses in the immaturity of LBA in Vietnam.

A survey research method was utilized to collect data from mobile users. A real sample of 459 respondents was deemed and the Structural Equation Modeling (SEM) was applied to analyze data.

The results unveil that contextual offers, social facilitation, and advertising values have significantly positive effects on attitude; in turn, attitude mediates between these factors and purchase intention, information seeking and recommendation behaviors. Moreover, social facilitation is a significant stimulator of purchase intention. Otherwise, perceived encroached risk negatively impacts attitude.

Marketers should capture considerable attention to mobile natives' conscious awareness about a mechanism of tailoring their enthusiasm and behavioral responses at the embryonic stage of LBA growth in emerging countries like Vietnam.

This study fills the gap in the current literature by simultaneously exploring the importance of integrative perceived values to construct a hypothetical framework of consumers' responses and performance based on the uses and gratifications theory, inclusive perceived behavioral control derived from theory of planned behavior, associated with contextual value from the nature of LBA.

Location-based mobile games, like Pokémon GO, have been tremendously prevalent in recent years. Marketing professionals have considered this type of game as a promising marketing platform. The purpose of this study is to explore the marketing potential of location-based mobile games by examining players’ responses to sponsors featured in Pokémon GO.

A survey was conducted among gamers of Pokémon GO to examine the psychological process of the gameplay, and how it influences some marketing outcomes. A conceptual model was built based on the survey results.

Results indicated that gamers of Pokémon GO experienced spatial presence, which positively influenced their attitudes toward and intentions to visit the sponsors. Moreover, spatial presence was positively influenced by players’ game engagement, perceived mobility and contextual perceived value. Some motives of playing Pokémon GO were also identified, including the entertainment motive and social motive.

This study is the first one to analyze the marketing potential of Pokémon GO, which is a successful location-based mobile game. The results are meaningful to marketing professionals who are interested in this innovative media platform. This study is also the first one to apply the theory of spatial presence to the investigations of this type of game. It showcases the power of this theory in guiding the research of interactive marketing with mobile gaming.

The purpose of this paper is to investigate factors affecting attitudes toward social-local-mobile (SoLoMo) advertising from the perspective of social capital.

There were 422 respondents filling out the survey instrument. The research model in this study is tested using SPSS 20 software.

The results show that structural, relational, and cognitive dimensions of social capital have impacts on consumer attitudes toward SoLoMo advertising.

It contributes to the literature by advancing our knowledge about determinants of effective SoLoMo advertising from the perspective of social capital. It also provides constructs that constitute the three dimensions in advertising. The author expands the understanding of the social relations under the context of business to consumer by adding substantial nuances to the understanding of the role of social capital in advertising. Finally, this study provides practical suggestions.

This study aims to develop an understanding of how customers of a physical retail store valuate receiving location-based mobile phone messages when they are in proximity of the store. It proposes and tests a model relating two benefits (personalization and location congruency) and two sacrifices (privacy concern and intrusiveness) to message value perceptions and store visit attitudes.

The study uses a vignette-based survey to collect data from a sample of 1,225 customers of a fashion retailer. The postulated research model is estimated using SmartPLS 3.0 with the consistent-PLS algorithm and further validated via a post-hoc test.

The empirical testing confirms the predictive validity and robustness of the model and reveals that location congruency and intrusiveness are the location-based message characteristics with the strongest effects on message value and store visit attitude.

The paper adds to the underexplored field of store entry research and extends previous location-based messaging studies by integrating personalization, location congruency, privacy concern and intrusiveness into one validated model.

With the development of location-based services and mobile phones, local retailing stores have the opportunity to send location-based advertisings (LBAs) to consumers at a right time and right place. However, knowledge about the influence of LBAs on consumers’ store patronage is limited. The purpose of this paper is to understand how the content of LBAs influences consumers’ store patronage intention. In particular, the paper investigates the influence of perceived accuracy and transaction cost reduction from the content of LBAs on consumers’ store patronage intention through the emotional reactions of pleasure and arousal.

This study developed a theoretical model to examine how the content of LBAs influences the store patronage intention of consumers. Empirical data were collected from 351 undergraduate and graduate students. The partial least squares technique was used to test the research model.

Perceived accuracy and transaction cost reduction from the content of LBAs have a significant influence on the store patronage intention of consumers through pleasure and arousal. Brand image and purchase plan are control variables.

Knowledge about the influence of LBAs on consumer store patronage is limited. This study provides empirical evidence about how perceived accuracy and transaction cost reduction from the content of LBAs affect the emotional reactions of consumers and then determine their store patronage intention.

The purpose of this paper is to investigate US consumers' adoption of mobile services from the perspectives of channel extension (mobile vs internet) as well as with considerations of ethnic and gender difference. Specifically, this paper examines the effects of gender and ethnicity in consumers' current usages in different types of mobile services, the relationships between consumers' current internet and mobile service usages, and how current usages of internet and mobile services predict future intentions to use mobile services.

Online survey method was employed to collect the data. A total of 492 responses were obtained from current mobile users.

The mobile services most (e.g. sending and receiving text and picture messages, checking e‐mail) and least used (e.g. gambling, educational services) were similar between both male and female respondents, yet male respondents showed a higher use of mobile services. Among ethnic groups, African Americans were the most engaged users of all mobile services, and European Americans were the least engaged. In certain service categories (e.g. informational services related to business/finance), both gender and ethnicity were shown to have significant effects on consumers' current usages of both the internet and mobile services and intentions to use mobile services.

Gender‐ and ethnic‐specific marketing strategies should be based on the types of mobile services. Special attention should be paid to African Americans that have expressed great interests in using the services that are offered through mobile devices (e.g. informational services related to health and business/finance, payment/billing services, and purchasing products). Understanding current internet use of each mobile service is a key to the success of the potential use of mobile services.

There is a lack of previous research addressing consumer issues relevant to specific types of mobile services. This paper provides a meaningful insight into consumer adoption of various types of mobile services from the perspectives of channel extension (mobile vs internet) as well as ethnic and gender difference.

Smartphone adoption by consumers is increasing exponentially, and presents marketers with many new opportunites to reach and serve customers. However, are consumers ready for mobile marketing through their smartphones? This study aims to investigate consumers' willingness to accept marketing through their smartphones.

The study is based on an online survey of 428 respondents. The data is analyzed through ANOVA and regression analysis.

The results indicate that consumers' shopping style, brand trust, and value are key motivations for engaging in mobile marketing through their smartphones. Further research should focus on specific tactics marketers use to engage customers beyond marketing messages, that is, how they engage customers in dialogue to build relationships, encourage purchases and build loyalty. This could reveal how customers really want to engage in mobile marketing.

This research adds to the growing body of evidence on acceptance of mobile marketing.

This study found that successful enagement of customers in mobile marketing requires that marketers focus their strategies and tactics around value creation; getting customers to engage with their brand in an authentic way; and respecting customers' shopping style, i.e. engaging customers the way they want to be engaged. Marketers must listen to their customers and develop appropriate strategies rather than simply adapting existing marketing strategies.

The topic of mobile marketing through smartphones is important to both marketing executives and marketing researchers. To date, this topic has attracted little research attention and marketing executives are simply basing their decsions on anecdotal case studies and reports in the popular press. This study contributes to fulfilling the need for research evidence.