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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
State-of-the-Art

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.

Keywords

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

JEL Classification

M37 M31 M15 O33 

Notes

Acknowledgments

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)

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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

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