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Cited by 59Marketing and Advertising StrategiesDigital Marketing and Social MediaConsumer Market Behavior and Pricing

Determinants of mobile consumers’ perceived value of location-based advertising and user responses

Open access
Lin, Trisha T.C., Paragas, Fernando, Bautista, John Robert·2016·International Journal of Mobile Communications
DOI 10.1504/ijmc.2016.075019
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Abstract

This study examines factors affecting mobile consumers' perceived advertising value of latest location-based mobile advertising (LBA) and its relationship with user responses. Data was collected from a nationally representative web survey of 605 respondents who fit the demographic quotas of mobile consumers in Singapore. Partial least squares results show that privacy concerns have a stronger negative effect on perceived LBA value than perceived sacrifice, while perceived utility, utilisation of contextual information and trust positively predict perceived LBA value. Moreover, perceived LBA value increases consumers' responses to purchase advertised brands, followed by searching for brand information and passing LBA to others. Implications for mobile advertising theories and practices are discussed.

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Crossref · 10.1504/ijmc.2016.075019

Cites

40 of 40 references verified0 citation errors · 0 not checkable

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  • The weather associated with a location has a significant role in determining effectiveness of mobile advertising on consumers.

    “the weather associated with a location also have significant role in determining effectiveness of mobile advertising on consumers (Lin et al., 2016).”

    From Setting the future of digital and social media marketing research: Perspectives and research propositions (2021) · cites this paper as Lin et al., 2016

    Section 2.2 discusses tailoring mobile advertising to consumers’ location and other contextual information. The results (Additional information; page not provided) report a significant positive effect of contextual information on perceived advertising value. The paper does not identify weather as a factor or test whether weather affects advertising effectiveness. (LLM, conf=0.87)

    Experimental — accuracy not yet measured

  • Contextual content is premised on the interests, preferences, and consumption patterns of the consumers, which increases the willingness of the individuals to engage with the ads.

    “Contextual content is premised on the interests, preferences, and consumption patterns of the consumers, which increases the willingness of the individuals to engage with the ads (Lin et al., 2016).”

    From Setting the future of digital and social media marketing research: Perspectives and research propositions (2021) · cites this paper as Lin et al., 2016

    Section 2.2 says that matching mobile ads to consumers’ time, location, and preferences positively affects attitudes and advertising acceptance. The paper’s results also link contextual information to perceived advertising value and that value to consumer responses. It does not establish that contextual content is based on consumers’ consumption patterns; page numbers are unavailable in our copy. (LLM, conf=0.83)

    Experimental — accuracy not yet measured

  • Perceived value affects consumers' purchase intentions, attitudes and behavior.

    “Thus, perceived value affects consumers' purchase intentions, attitudes (Lin et al., 2016) and behavior.”

    From Setting the future of digital and social media marketing research: Perspectives and research propositions (2021) · cites this paper as Lin et al., 2016

  • Content of the mobile advertising has to be contextual and relevant as they positively influence the perceived value.

    “content of the mobile advertising has to be contextual and relevant as they positively influence the perceived value (Lin et al., 2016).”

    From Setting the future of digital and social media marketing research: Perspectives and research propositions (2021) · cites this paper as Lin et al., 2016

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Cites

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1 of the 41 references couldn’t be matched to a known paper.

Research works printed but not linked: 5

  1. Al Khasawneh, M., & Shuhaiber, A. (2013). A comprehensive model of factors influencing consumer attitude towards and acceptance of SMS advertising: An empirical investigation in Jordan. International Journal of Sales and Marketing Management Research and Development, 3(2), 1-22.
  2. Huang, R. Y. (2012). The identification, ranking and categorization of mobile marketing success factors. International Journal of Mobile Marketing, 7(2), 86-97.
  3. Lee, T. (2012). Location-based marketing association launches Singapore chapter. Retrieved from http://sgentrepreneurs.com/2012/11/05/location-based-marketing-association- launches-singapore-chapter-yoose-and-yfind-are-pioneer-members/.
  4. Lin, T. T. C., & Ho, K. K. T. (2013). How location matters to advertising? Market competitiveness of location-based advertising in Singapore. International Telecommunications Society 6th Africa-Asia-Australia Regional Conference. Perth, Australia.
  5. Yang, H., Zhou, L., and Liu, H. (2010b). A comparative study of American and Chinese young consumers' acceptance of mobile advertising: A structural equation modeling approach. International Journal of Mobile Marketing, 5(1), 60-76.

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Authors
Lin, T. T. C., Paragas, F., & Bautista, J. R.
Affiliations
  • Nanyang Technological University (SG)
  • University of the Philippines Diliman (PH)
ORCID
Venue
International Journal of Mobile Communications
Publisher
Inderscience Publishers
Published
2016
Volume
14
Issue
2
Pages
99
ISSN
  • 1470-949X (ISSN-L)
  • 1741-5217
DOI
10.1504/ijmc.2016.075019
OpenAlex
W2296602927
Cited by
59
References
41
Citations by year
2026: 1 · 2025: 2 · 2024: 8 · 2023: 4 · 2022: 3 · 2021: 8 · 2020: 11 · 2019: 6 · 2018: 8 · 2017: 5 · 2016: 3
FWCI
15.26
Type
journal article
Language
en
Open access
Locations
  • International Journal of Mobile Communications (publishedVersion)
  • DR-NTU (Nanyang Technological University) (submittedVersion)
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, mobile advertising, perceived value, privacy concerns, perceived sacrifice, perceived usefulness, contextual information, trust, purchase intention, word-of-mouth sharing, consumer response

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