Challenges and business models for mobile location-based services and advertising
Abstract
Mobile advertising will become more pervasive and profitable, but not before addressing key technical and business challenges.
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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 Dhar & Varshney, 2011
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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 speciic features that can cater to the speciic needs of the ad recipients (Bruner & Kumar, 2007; Dhar & Varshney, 2011).”
BackgroundSoCoMo marketing for travel and tourism: Empowering co-creation of value
Buhalis, D., & Foerste, M. (2015) · Journal of Destination Marketing & Management · doi:10.1016/j.jdmm.2015.04.001 · Cited by 545 · see citing works
The Role of Big Data and Predictive Analytics in Retailing
Bradlow, E. T., Gangwar, M., Kopalle, P., & Voleti, S. (2017) · Journal of Retailing · doi:10.1016/j.jretai.2016.12.004 · Cited by 516 · see citing works
Demystifying big data analytics for business intelligence through the Lens of marketing mix
Fan, S., Lau, R. Y. K., & Zhao, J. L. (2015) · Big Data Research · doi:10.1016/j.bdr.2015.02.006 · Cited by 321 · see citing works
Determinants 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
- Dhar, S., & Varshney, U.
- Affiliations
- San Jose State University (US)
- Georgia State University (US)
- Venue
- Communications of the ACM
- Published
- 2011-05
- Volume
- 54
- Issue
- 5
- Pages
- 121-128
- ISSN
- 0001-0782 (ISSN-L)
- 1557-7317
- OpenAlex
- W2080124030
- Cited by
- 331
- References
- 0
- Citations by year
- 2025: 2 · 2024: 10 · 2023: 8 · 2022: 16 · 2021: 14 · 2020: 15 · 2019: 20 · 2018: 34 · 2017: 38 · 2016: 43 · 2015: 39 · 2014: 28 · 2013: 32 · 2012: 19
- FWCI
- 85.16
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Communications of the ACM (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 › Transportation › Human Mobility and Location-Based Analysis
- Keywords
- mobile location services, mobile advertising, business models, location-based advertising, technical challenges
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