Attitude toward location-based advertising
Abstract
Location-based advertising (LBA) is not new but being able to access it through one’s mobile communication device is. Description of this revolutionary advertising medium is provided as well as some opportunities and challenges that come with it. Desperately needed is more research since in-depth examination of the topic has barely begun. To assist researchers in their investigations, a scale is provided here that is likely to become central to many studies: attitude toward location-based advertising (Alba). Support for the scale’s psychometric quality comes from a preliminary study and a two-stage analysis of a large, national sample.
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The ads become individualized with instant, personalized and location specific features that can cater to specific needs of ad recipients.
“Thus, the ads become individualized with the instant, personalized and location specific features that can cater to the specific needs of the ad recipients (Bruner & Kumar, 2007;Dhar & Varshney, 2011).”
From Setting the future of digital and social media marketing research: Perspectives and research propositions (2021) · cites this paper as Bruner & Kumar, 2007
Cites
A new scale of social desirability independent of psychopathology.
Crowne, D. P., & Marlowe, D. (1960) · Journal of Consulting Psychology · doi:10.1037/h0047358 · Cited by 8,686 · see citing works
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Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., Jain, V., Karjaluoto, H., Kefi, H., Krishen, A. S., et al. (2021) · International Journal of Information Management · doi:10.1016/j.ijinfomgt.2020.102168 · Cited by 2,620 · see citing works
“Thus, the ads become individualized with the instant, personalized and location specific features that can cater to the specific needs of the ad recipients (Bruner & Kumar, 2007; Dhar & Varshney, 2011).”
BackgroundDeterminants of mobile consumers’ perceived value of location-based advertising and user responses
Lin, T. T. C., Paragas, F., & Bautista, J. R. (2016) · International Journal of Mobile Communications · doi:10.1504/ijmc.2016.075019 · Cited by 59 · see citing works
- Authors
- Bruner, G. C., & Kumar, A.
- Affiliations
- Southern Illinois University Carbondale (US)
- University of South Florida (US)
- ORCID
- Kumar, Anand
- Venue
- Journal of Interactive Advertising
- Publisher
- Informa UK Limited
- Published
- 2007-03
- Volume
- 7
- Issue
- 2
- Pages
- 3-15
- ISSN
- 1525-2019 (ISSN-L)
- OpenAlex
- W2103966806
- Cited by
- 194
- References
- 3
- Citations by year
- 2026: 2 · 2025: 7 · 2024: 8 · 2023: 10 · 2022: 7 · 2021: 6 · 2020: 14 · 2019: 7 · 2018: 10 · 2017: 16 · 2016: 18 · 2015: 18 · 2014: 9 · 2013: 12 · 2012: 14
- FWCI
- 22.36
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Journal of Interactive Advertising (publishedVersion)
- Topics
- Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
- Social Sciences › Sociology and Political Science › Digital Marketing and Social Media
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Market Behavior and Pricing
- Keywords
- location-based advertising, consumer attitudes, mobile advertising, attitude scale development, psychometric validation, scale reliability, scale validity, mobile devices
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