Management Review Quarterly

, Volume 66, Issue 3, pp 159–194 | Cite as

Location-based advertising on mobile devices

A literature review and analysis
  • Christine Bauer
  • Christine Strauss


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.


Location-based advertising Location-based marketing  Targeting Mobile device Adaptive advertising 

JEL Classification

M37 M31 M15 O33 



The authors would like to thank Michaela Frei for her valuable comments and suggestions on an earlier version of this paper.

Supplementary material

11301_2015_118_MOESM1_ESM.docx (136 kb)
Supplementary material 1 (docx 135 KB)


  1. Abowd GD (2012) What next, ubicomp? Celebrating an intellectual disappearing act. In: 2012 ACM conference on ubiquitous computing (UbiComp 2012), Pittsburgh, 5–8 September 2012. ACM, pp 31–40. doi: 10.1145/2370216.2370222
  2. Ajzen I, Fishbein M (1977) Attitude-behavior relations: a theoretical analysis and review of empirical research. Psychol Bull 84(5):888–918. doi: 10.1037/0033-2909.84.5.888 CrossRefGoogle Scholar
  3. Al Shoaibi DA, Al Rassan IA (2012) Mobile advertising using location based services. In: 1st international conference on internet operating systems (ICIOS 2012), Irvine, 10–12 December 2012. IEEE, pp 13–16. doi: 10.1109/ICIOS.2012.15
  4. Albers A, Kahl C (2008) Design and implementation of context-sensitive mobile marketing platforms. In: 10th IEEE conference on E-commerce technology and the 5th IEEE conference on enterprise computing, E-Commerce and E-Services (CEC/IEEE 2008), Washington, DC, 21–24 July 2008. IEEE, pp 273–278. doi: 10.1109/CECandEEE.2008.102
  5. Alt F, Michelis D, Müller J (2012) Pervasive advertising technologies. In: Pop S, Stalder U, Tscherteu G, Struppek M (eds) Media cultures. Av edn, Ludwigsburg, pp 121–128Google Scholar
  6. Alt F, Sahami Shirazi A, Pfeiffer M, Holleis P, Schmidt A (2009) Taximedia: an interactive context-aware entertainment and advertising system. In: 2nd international workshop on pervasive advertising (PerAd 2009) in conjunction with GI Jahrestagung 2009, Lübeck, 1 October 2009, pp 3933–3940Google Scholar
  7. Alton L (2015) 10 ways location-based marketing will evolve in 2015. Huffington Post. Accessed 21 July 2015
  8. Arminen I (2006) Social functions of location in mobile telephony. Pers Ubiquit Comput 10(5):319–323. doi: 10.1007/s00779-005-0052-5 CrossRefGoogle Scholar
  9. Banerjee S, Dholakia RR (2008) Mobile advertising: does location-based advertising work? Int J Mob Mark 3(2):68–74Google Scholar
  10. Bauer C (2013) On the (in-)accuracy of GPS measures of smartphones: a study of running tracking applications. In: 11th international conference on advances in mobile computing & multimedia (MoMM 2013), Vienna, 2–4 December 2013. ACM, pp 335–340. doi: 10.1145/2536853.2536893
  11. Bauer C, Dohmen P, Strauss C (2011) Interactive digital signage: an innovative service and its future strategies. In: 1st International workshop on frontiers in service transformations and innovations (FSTI 2011) (part of 2nd international conference on emerging intelligent data and web technologies (EIDWT 2011)), Tirana, 7–9 September 2011. IEEE, pp 137–142. doi: 10.1109/EIDWT.2011.29
  12. Bauer C, Lasinger P (2014) Adaptation strategies to increase advertisement effectiveness in digital media. Manag Rev Q 64(2):101–124. doi: 10.1007/s11301-014-0101-0 CrossRefGoogle Scholar
  13. Bauer C, Spiekermann S (2011) Conceptualizing context for pervasive advertising. In: Müller J, Alt F, Michelis D (eds) Pervasive advertising. Human-computer interaction series. Springer, London, pp 159–183. doi: 10.1007/978-0-85729-352-7_8
  14. Benisch M, Kelley PG, Sadeh N, Cranor LF (2011) Capturing location-privacy preferences: quantifying accuracy and user-burden tradeoffs. Pers Ubiquit Comput 15(7):679–694. doi: 10.1007/S00779-010-0346-0 CrossRefGoogle Scholar
  15. Benou P, Vassilakis C, Vrechopoulos A (2012) Context management for m-commerce applications: determinants, methodology and the role of marketing. Inf Technol Manag 13(2):91–111. doi: 10.1007/s10799-012-0120-2 CrossRefGoogle Scholar
  16. Bilenko M, Richardson M (2011) Predictive client-side profiles for personalized advertising. In: 7th international conference on knowledge discovery and data mining (SIGKDD 2011)), San Diego, 21–24 August 2011. ACM, pp 413–421. doi: 10.1145/2020408.2020475
  17. Bruner GC, Kumar A (2007) Attitude toward location-based advertising. J Interact Advert 7(2):3–15. doi: 10.1080/15252019.2007.10722127 CrossRefGoogle Scholar
  18. Bulander R, Decker M, Schiefer G, Kolmel B (2005) Comparison of different approaches for mobile advertising. In: 2nd IEEE international workshop on mobile commerce and services (WMCS 2005), Munich, 19–19 July 2005. IEEE, pp 174–182. doi: 10.1109/WMCS.2005.8
  19. Conti N, Jennett C, Maestre J, Sasse MA (2012) When did my mobile turn into a ’sellphone’? A study of consumer responses to tailored smart phone ads. In: BCS HCI, People & Computers XXVI (HCI 2012), Birmingham, 12–14 September 2012. British Computer Society Swinton, pp 215–220Google Scholar
  20. Cremonese P, Gallucci D, Papandrea M, Vanini S, Giordano S (2010) Promo: continous localized and profiled multimedia content distribution. In: 3rd workshop on mobile video delivery (MoViD 2010), Firenze, 25 October 2010. ACM, pp 21–26. doi: 10.1145/1878022.1878027
  21. D’Souza M, Ananthanarayana VS (2012) Delivering lba with lbs using service-oriented architecture. In: International symposium on cloud and services computing (ISCOS 2012), Mangalore, 17–18 December 2012. pp 70–75. doi: 10.1109/ISCOS.2012.15
  22. Dahlén M (2005) The medium as a contextual cue: effects of creative media choice. J Advert 34(3):89–98. doi: 10.1080/00913367.2005.10639197 CrossRefGoogle Scholar
  23. de Sa M, Navalpakkam V, Churchill EF (2013) Mobile advertising: evaluating the effects of animation, user and content relevance. In: SIGCHI conference on human factors in computing systems (CHI 2013), Paris, 27 April–2 May 2013. ACM, pp 2487–2496. doi: 10.1145/2470654.2481344
  24. Dhar S, Varshney U (2011) Challenges and business models for mobile location-based services and advertising. Commun ACM 54(5):121–129. doi: 10.1145/1941487.1941515 CrossRefGoogle Scholar
  25. Dobson S (2005) Leveraging the subtleties of location. In: Joint conference on smart objects and ambient intelligence: innovative context-aware services: usages and technologies (sOc-EUSAI 2005), Grenoble, 12–14 October 2005. ACM, pp 189–193. doi: 10.1145/1107548.1107597
  26. Durresi M, Luarasi T, Baholli I, Durresi A (2013) Targeted advertisement using smartphones and cloud computing. In: 16th international conference on network-based information systems (NBiS 2013), Gwangju, 4–6 September 2013, pp 126–133. doi: 10.1109/NBiS.2013.22
  27. Evans C, Bhogal J, Rmeileh SA (2013) Towards an imas model ontology: An intelligent mobile advertising service. In: 7th International conference on complex, intelligent, and software intensive systems (CISIS 2013), Taichung, 3–5 July 2013, pp 511–516. doi: 10.1109/CISIS.2013.93
  28. Evans C, Moore P, Thomas A (2012) An intelligent mobile advertising system (imas): location-based advertising to individuals and business. In: 6th international conference on complex, intelligent and software intensive systems (CISIS 2012), Palermo, 4–6 July 2012, pp 959–964. doi: 10.1109/CISIS.2012.24
  29. Evans C, Moore P, Thomas AM, Pavlemko O (2013) Imas: an intelligent mobile advertising system: development and implementation. In: 27th international conference on advanced information networking and applications workshops (WAINA 2013), Barcelona, 25–28 March 2013. IEEE, pp 1192–1196. doi: 10.1109/WAINA.2013.51
  30. Fang Z, Gu B, Luo X, Xu Y (2015) Contemporaneous and delayed sales impact of location-based mobile promotions. Inf Syst Res 26(3):552–564. doi: 10.1287/isre.2015.0586
  31. Fawaz A, Hojaij A, Kobeissi H, Artail H (2011) An on-demand mobile advertising system that protects source privacy using interest aggregation. In: 7th international conference on wireless and mobile computing, networking and communications (WiMob 2011), Shanghai, 10–12 October 2011. IEEE, pp 127–134. doi: 10.1109/WiMOB.2011.6085414
  32. Fayaz S, Sarrafian S (2013) Location service for wireless network using improved rss-based cellular localisation. Int J Electron 101(6):763–778. doi: 10.1080/00207217.2013.794492 CrossRefGoogle Scholar
  33. Fong NM, Fang Z, Luo X (2015) Geo-conquesting: Competitive locational targeting of mobile promotions. J Mark Res 52(5):726–735. doi: 10.1509/jmr.14.0229
  34. Frank C, Wuersch M (2006) Implicit opt-in mobile advertising via the ipointer selection model. Int J Mob Mark 1(2):68–74Google Scholar
  35. Gao H, Tang J, Hu X, Liu H (2013) Exploring temporal effects for location recommendation on location-based social networks. In: 7th ACM conference on rcommender systems (ReSys 2013), Hong Kong, 12–16 October 2013. ACM, pp 93–100. doi: 10.1145/2507157.2507182
  36. Gidofalvi G, Larsen HR, Pedersen TB (2007) Estimating the capacity of the location-based advertising channel. In: 6th international conference on the management of mobile business (ICMB 2007), Toronto, 9–11 July 2007. IEEE, p 2. doi: 10.1109/ICMB.2007.28
  37. Goldfarb A (2013) What is different about online advertising? Rev Ind Organ 44(2):115–129. doi: 10.1007/s11151-013-9399-3 CrossRefGoogle Scholar
  38. Ha L, McCann K (2008) An integrated model of advertising clutter in offline and online media. Int J Advert 27(4):569–592. doi: 10.2501/s0265048708080153 CrossRefGoogle Scholar
  39. Haddadi H, Hui P, Brown I (2010) Mobiad: private and scalable mobile advertising. In: 5th ACM international workshop on mobility in the evolving internet architecture (MobiArch 2010), Chicago, 24 September 2010. ACM, pp 33–38. doi: 10.1145/1859983.1859993
  40. Haddadi H, Hui P, Henderson T, Brown I (2011) Targeted advertising on the handset: privacy and security challenges. In: Mueller J, Alt F, Michelis D (eds) Pervasive advertising. Human-computer interaction series. Springer, London, pp 119–137. doi: 10.1007/978-0-85729-352-7_6
  41. Hardt M, Nath S (2012) Privacy-aware personalization for mobile advertising. In: 19th ACM conference on computer and communications security (CCS 2012), Raleigh, 16–18 October 2012. ACM, pp 662–673. doi: 10.1145/2382196.2382266
  42. Harrison JV, Andrusiewicz A (2004) A virtual marketplace for advertising narrowcast over digital signage networks. Electron Commer Res Appl 3(2):163–175CrossRefGoogle Scholar
  43. Havlena WJ, Graham J (2004) Decay effects in online advertising: Quantifying the impact of time since last exposure on branding effectiveness. J Advert Res 44(4):327–332. doi: 10.1017/S0021849904040401 CrossRefGoogle Scholar
  44. Ho SY (2012) The effects of location personalization on individuals’ intention to use mobile services. Decis Support Syst 53(4):802–812. doi: 10.1016/j.dss.2012.05.012 CrossRefGoogle Scholar
  45. Hristova N, O’Hare GMP (2004) Ad-me: wireless advertising adapted to the user location, device and emotions. In: 37th Hawaii international conference on system sciences (HICSS 2004), Big Island, 5–8 January 2004. IEEE. doi: 10.1109/HICSS.2004.1265673
  46. Hynes M, Wang H, McCarrick E, Klimartin L (2010) Accurate monitoring of human physical activity levels for medical diagnosis and monitoring using off-the-shelf cellular handsets. Pers Ubiquit Comput 15(7):667–678. doi: 10.1007/s00779-010-0345-1 CrossRefGoogle Scholar
  47. Kaasinen A, Yong-Ik Y (2013) Service engagement model for mobile advertising based on user behavior. In: International conference on information networking (ICOIN 2013), Bangkok, 28–30 January 2013. IEEE, pp 131–134. doi: 10.1109/ICOIN.2013.6496364
  48. Kam-Yiu L, Ng JK, Jian-Tao W (2013) A business model for personalized promotion systems on using wlan localization and nfc techniques. In: 27th international conference on advanced information networking and applications workshops (WAINA 2013), Barcelona, 25–28 March 2013, pp 1129–1134. doi: 10.1109/WAINA.2013.233
  49. Kelley PG, Benisch M, Cranor LF, Sadeh N (2011) When are users comfortable sharing locations with advertisers? In: SIGCHI conference on human factors in computing systems (CHI 2011), Vancouver, 7–12 May 2011. ACM, pp 2449–2451. doi: 10.1145/1978942.1979299
  50. Kim B, Ha J-Y, Lee S, Kang S, Lee Y, Rhee Y, Song J (2011) Adnext: a visit-pattern-aware mobile advertising system for urban commercial complexes. In: 12th workshop on mobile computing systems and applications (HOTMOBILE 2011), Phoenix, 1–2 March 2011. ACM, pp 7–12. doi: 10.1145/2184489.2184492
  51. Kim B, Lee S, Lee Y, Hwang I, Rhee Y, Song J (2011) Mobiiscape: middleware support for scalable mobility pattern monitoring of moving objects in a large-scale city. J Syst Softw 84(11):1852–1870. doi: 10.1016/j.jss.2011.06.068 CrossRefGoogle Scholar
  52. King NJ, Jessen PW (2010) Profiling the mobile customer: privacy concerns when behavioural advertisers target mobile phones: part i. Comput Law Secur Rev 26(5):455–478. doi: 10.1016/j.clsr.2010.07.001 CrossRefGoogle Scholar
  53. Kölmel B, Alexakis S (2002) Location based advertising. In: 1st international conference on mobile business (M-Business 2002), Athens, 8–9 July 2002 (Informs)Google Scholar
  54. Krumm J (2011) Ubiquitous advertising: the killer application for the 21st century. Ieee Pervas Comput 10(1):66–73. doi: 10.1109/mprv.2010.21 CrossRefGoogle Scholar
  55. Kurkovsky S, Harihar K (2006) Using ubiquitous computing in interactive mobile marketing. Pers Ubiquit Comput 10(4):227–240. doi: 10.1007/s00779-005-0044-5 CrossRefGoogle Scholar
  56. Leek S, Christodoulides G (2009) Next-generation mobile marketing: how young consumers react to bluetooth-enabled advertising. J Advert Res 49(1):44–53. doi: 10.2501/S0021849909090059 CrossRefGoogle Scholar
  57. Li K, Chen H, Chen Y, Clark DW, Cook P, Damianakis S, Essl G, Finkelstein A, Funkhouser T, Housel T, Klein A, Liu Z, Praun E, Samanta R, Shedd B, Singh JP, Tzanetakis G, Zheng J (2000) Building and using a scalable display wall system. IEEE Comput Graph 20(4):29–37. doi: 10.1109/38.851747 CrossRefGoogle Scholar
  58. Li K, Du TC (2012) Building a targeted mobile advertising system for location-based services. Decis Support Syst 54(1):1–8. doi: 10.1016/j.dss.2012.02.002 CrossRefGoogle Scholar
  59. Li Y, Guo A, Liu S, Gao Y, Zheng Y-T (2010) A location based reminder system for advertisement. In: International conference on multimedia (MM 2010), Firenze, 25–29 October 2010. ACM, pp 1501–1502. doi: 10.1145/1873951.1874260
  60. Li Y, Steiner M, Wang L, Zhang Z-L, Bao J (2012) Dissecting foursquare venue popularity via random region sampling. In: CoNEXT Student Workshop@ACM CoNEXT 2012, Nice, 10 December 2012. ACM, pp 21–22. doi: 10.1145/2413247.2413261
  61. Liapis D, Vassilaras S, Yovanof GS (2008) Implementing a low-cost, personalized and location based service for delivering advertisements to mobile users. In: 3rd international symposium on wireless pervasive computing (ISWPC 2008), Santorini, 7–9 May 2008, pp 133–137. doi: 10.1109/ISWPC.2008.4556182
  62. Lin J, Benisch M, Sadeh N, Niu J, Hong J, Lu B, Guo S (2013) A comparative study of location-sharing privacy preferences in the United States and China. Pers Ubiquit Comput 17(4):697–711. doi: 10.1007/s00779-012-0610-6 CrossRefGoogle Scholar
  63. Liu S, Li Y, Guo A, Lim JH (2011) Advertisement image recognition for a location-based reminder system. In: 17th international conference on Advances in Multimedia Modeling (MMM 2011), Part II, Taipei, 5–7 January 2011. Springer, pp 421–431. doi: 10.1007/978-3-642-17829-0_40
  64. Luo X, Andrews M, Fang Z, Phang CW (2014) Mobile targeting. Manag Sci 60(7):1738–1756. doi: 10.1287/mnsc.2013.1836 Google Scholar
  65. Ma J, Suntornpithug N, Karaatli G (2009) Mobile advertising: does it work for everyone? Int J Mob Mark 4(2):28–35Google Scholar
  66. Magedanz T, Simoes J (2009) What happens when you mix social networks, contexts and mobile advertising in the same glass? Int J Mob Mark 4(2):52–60Google Scholar
  67. Mahmoud QH (2006) Provisioning context-aware advertisements to wireless mobile users. In: IEEE international conference on multimedia and expo (ICME 2006), Toronto, 9–12 July 2006. IEEE, pp 669–672. doi: 10.1109/ICME.2006.262534
  68. Malheiros M, Jennett C, Patel S, Brostoff S, Sasse MA (2012) Too close for comfort: a study of the effectiveness and acceptability of rich-media personalized advertising. In: SIGCHI conference on human factors in computing systems (CHI 2012), Austin, 5–10 May 2012. ACM, pp 579–588. doi: 10.1145/2207676.2207758
  69. Mayring P (1983) Qualitative Inhaltsanalyse: Grundlagen und Techniken (qualitative content analysis), 8th edn. Beltz, WeinheimGoogle Scholar
  70. Mazaheri A, Rafiee N, Khadivi P (2010) Location based targeted advertising using bayesian network and fuzzy topsis. In: 5th international symposium on telecommunications (IST 2010), Tehran, 4–6 December 2010. IEEE, pp 645–650. doi: 10.1109/ISTEL.2010.5734103
  71. Merisavo M, Kajalo S, Karjluoto H, Virtanen V, Salmenkivi S, Raulas M, Leppaeniemi M (2007) An empirical study of the drivers of consumer acceptance of mobile advertising. J Interact Advert 7(2):41–50. doi: 10.1080/15252019.2007.10722130 CrossRefGoogle Scholar
  72. Mok E, Retscher G, Wen C (2012) Initial test on the use of GPS and sensor data of modern smartphones for vehicle tracking in dense high rise environments. In: Ubiquitous positioning, indoor navigation, and location based service (UPINLBS 2012), Helsinki, 3–4 October 2012. IEEE, pp 1–7. doi: 10.1109/UPINLBS.2012.6409789
  73. Montgomery AL, Smith MD (2009) Prospects for personalization on the internet. J Interact Mark 23(2):130–137. doi: 10.1016/j.intmar.2009.02.001 CrossRefGoogle Scholar
  74. National Coordination Office for Space-Based Positioning Navigation and Timing (2014) Official US Government information about the global positioning system (GPS) and related topics: GPS accuracy. Accessed 21 July 2015
  75. Norberg PA, Horne DR, Horne DA (2007) The privacy paradox: personal information disclosure intentions versus behaviors. J Consum Aff 41(1):100–126. doi: 10.1111/J.1745-6606.2006.00070.X CrossRefGoogle Scholar
  76. Okazaki S, Taylor CR (2008) What is sms advertising and why do multinationals adopt it? Answers from an empirical study in european markets. J Bus Res 61(1):4–12. doi: 10.1016/j.jbusres.2006.05.003 CrossRefGoogle Scholar
  77. Paay J, Kjeldskov J (2007) Understanding situated social interactions in public places: a case study of public places in the city. Comput Support Coop Work 17(2–3):275–290. doi: 10.1007/s10606-007-9072-1 Google Scholar
  78. Pandit A, Polina P, Kumar A, Bin X (2014) Cappa: context aware privacy protecting advertising: an extension to clopro framework. In: 11th international conference on services computing (SCC 2014), Anchorage, 27 June–2 July 2014. IEEE, pp 805–812. doi: 10.1109/SCC.2014.109
  79. Penev A, Wong R (2009) Framework for timely and accurate ads on mobile devices. In: 18th international conference on information and knowledge management (CIKM 2009), Hon Kong, 2–6 November 2009. ACM, pp 1067–1076. doi: 10.1145/1645953.1646089
  80. Pieters R, Warlop L, Wedel M (2002) Breaking through the clutter: benefits of advertisement originality and familiarity for brand attention and memory. Manag Sci 48(6):765–781. doi: 10.1287/mnsc.48.6.765.192 CrossRefGoogle Scholar
  81. Raijmakers M, Shahid S, Mubin O (2013) Interactive vs. static location-based advertisements. In: 14th Australasian user interface conference (AUIC 2013), Melbourne, 29 January-1 February 2013. ACM, pp 129–130Google Scholar
  82. Rashid O, Coulton P, Edwards R (2008) Providing location based information/advertising for existing mobile phone users. Pers Ubiquit Comput 12(1):3–10. doi: 10.1007/s00779-006-0121-4 CrossRefGoogle Scholar
  83. Reutterer T (2003) Bestandsaufnahme und aktuelle Entwicklungen bei der Segmentierungsanalyse von Produktmärkten. Journal für Betriebswirtschaft 53(2):52–74Google Scholar
  84. Reutterer T, Mild A, Natter M, Taudes A (2006) A dynamic segmentation approach for targeting and customizing direct marketing campaigns. J Interact Mark 20(3–4):43–57. doi: 10.1002/dir.20066 CrossRefGoogle Scholar
  85. Richard JE, Meuli PG (2013) Exploring and modelling digital natives’ intention to use permission-based location-aware mobile advertising. J Mark Manag 29(5–6):698–719. doi: 10.1080/0267257x.2013.770051 CrossRefGoogle Scholar
  86. Rifat MR, Moutushy S, Ferdous HS (2012) A location based advertisement scheme using openstreetmap. In: 15th International conference on computer and information technology (ICCIT 2012), Chittagong, 22–24 December 2012, pp 423–428 (2012). doi: 10.1109/ICCITechn..6509801
  87. Roy A, Shin J, Saxena N (2012) Entropy-based location management in long-term evolution cellular systems. IET Commun 6(2):138–146. doi: 10.1049/iet-com.2011.0289 CrossRefGoogle Scholar
  88. Sang-Yeal H, Moon-Kyo C, Mun-Kee C (2005) Ubitem: a framework for interactive marketing in location-based gaming environment. In: International conference on mobile business (ICMB 2005), Sydney, 11–13 July 2005. IEEE, pp 103–108. doi: 10.1109/ICMB.2005.108
  89. Schmidt A, Beigl M, Gellersen H-W (1999) There is more to context than location. Comput Graph 23(6):893–902. doi: 10.1016/S0097-8493(99)00120-X CrossRefGoogle Scholar
  90. Simoes J, Lamorte L, Boris M, Criminisi C, Magedanz T (2009) Enhanced advertising for next generation networks. In: ITU-T kaleidoscope: innovations for digital inclusions (K-IDI 2009), Mar del Plata, 31 August–1 September 2009. IEEE, pp 1–8Google Scholar
  91. Tam KY, Ho SY (2006) Understanding the impact of web personalization on user information processing and decision outcomes. MIS Q 30(4):865–890Google Scholar
  92. Tang H, Liao SS, Sun SX (2013) A prediction framework based on contextual data to support mobile personalized marketing. Decis Support Syst 56:234–246. doi: 10.1016/j.dss.2013.06.004 CrossRefGoogle Scholar
  93. Truong Y, Simmons G (2010) Perceived intrusiveness in digital advertising: strategic marketing implications. J Strateg Mark 18(3):239–256. doi: 10.1080/09652540903511308 CrossRefGoogle Scholar
  94. Tussyadiah IP (2012) A concept of location-based social network marketing. J Travel Tour Mark 29(3):205–220. doi: 10.1080/10548408.2012.666168 CrossRefGoogle Scholar
  95. Unni R, Harmon R (2007) Perceived effectiveness of push vs. pull mobile location-based advertising. J Interact Advert 7(2):28–40. doi: 10.1080/15252019.2007.10722129
  96. Vatanparast R, Ali Hasan B (2010) An empirical study of factors affecting use of mobile advertising. Int J Mob Mark 5(1):28–40Google Scholar
  97. Vatanparast R, Butt AH (2009) Factors affecting use of mobile advertising: a quantitative study. In: 42nd Hawaii international conference on system sciences (HICSS 2009), Manoa, 5–8 January 2009, pp 1–8. doi: 10.1109/HICSS.2009.214
  98. Vesanen J (2007) What is personalization? A conceptual framework. Eur J Mark 41(5/6):409–418. doi: 10.1108/03090560710737534 CrossRefGoogle Scholar
  99. Vesanen J, Raulas M (2006) Building bridges for personalization: a process model for marketing. J Interact Mark 20(1):5–20. doi: 10.1002/dir.20052 CrossRefGoogle Scholar
  100. Wang X, Hong Z, Xu Y, Zhang C, Ling H (2014) Relevance judgments of mobile commercial information. J Assoc Inf Sci Technol 65(7):1335–1348. doi: 10.1002/asi.23060 CrossRefGoogle Scholar
  101. Weber M, Denk M, Oberecker K, Strauss C, Stummer C (2008) Panel surveys go mobile. Int J Mob Commun 6(1):88–107. doi: 10.1504/Ijmc.2008.016006 CrossRefGoogle Scholar
  102. Wells R, Kleshinski CE, Lau T (2012) Attitudes toward and behavioral intentions to adopt mobile marketing: comparisons of gen y in the united states, france and china. Int J Mob Mark 7(2):5–25Google Scholar
  103. Wicker SB (2012) The loss of location privacy in the cellular age. Commun ACM 55(8):60–68. doi: 10.1145/2240236.2240255 CrossRefGoogle Scholar
  104. Xu H, Luo X, Carroll JM, Rosson MB (2011) The personalization privacy paradox: an exploratory study of decision making process for location-aware marketing. Decis Support Syst 51(1):42–52. doi: 10.1016/j.dss.2010.11.017 CrossRefGoogle Scholar
  105. Xu H, Oh LB, Teo HH (2009) Perceived effectiveness of text vs. multimedia location-based advertising messaging. Int J Mob Commun 7(2):154–177. doi: 10.1504/IJMC.2009.022440
  106. Ya-Ching L (2010) Factors influencing attitudes towards mobile location-based advertising. In: IEEE international conference on software engineering and service sciences (ICSESS 2010), Beijing, 16–18 July 2010. IEEE, pp 709–712. doi: 10.1109/ICSESS.2010.5552457
  107. Yan J, Liu N, Wang G, Zhang W, Jiang Y, Chen Z (2009) How much can behavioral targeting help online advertising? In: International World Wide Web Conference (WWW 2009), Madrid, 20–24 April 2009. ACM, pp 261–270. doi: 10.1145/1526709.1526745
  108. Yuan S-T, Tsao YW (2003) A recommendation mechanism for contextualized mobile advertising. Expert Syst Appl 24(4):399–414. doi: 10.1016/S0957-4174(02)00189-6 CrossRefGoogle Scholar
  109. Yuchul J, Sungkooc L, Jeong-Hwan K, Sangki K (2009) Web mining based oalf model for context-aware mobile advertising system. In: IFIP/IEEE international symposium on integrated network management-workshops (IM 2009), Long Island, 1–5 June 2009. IEEE, pp 211–216. doi: 10.1109/INMW.2009.5195962
  110. Zandbergen PA (2009) Accuracy of iphone locations: a comparison of assisted gps, wifi and cellular positioning. Trans GIS 13(s1):5–25. doi: 10.1111/J.1467-9671.2009.01152.x CrossRefGoogle Scholar
  111. Zhang C, Shou L, Chen K, Chen G, Bei Y (2012) Evaluating geo-social influence in location-based social networks. In: 21st international conference on information and knowledge management (CIKM 2012), Maui, 29 October–2 November 2012. ACM, pp 1442–1451. doi: 10.1145/2396761.2398450
  112. Zimmermann A, Specht M, Lorenz A (2005) Personalization and context management. User Model User Adap 15(3–4):275–302. doi: 10.1007/s11257-005-1092-2 CrossRefGoogle Scholar

Copyright information

© Wirtschaftsuniversität Wien, Austria 2016

Authors and Affiliations

  1. 1.Department of Information Systems and Information ManagementUniversity of CologneCologneGermany
  2. 2.Department of eBusinessUniversity of ViennaViennaAustria

Personalised recommendations