dc.contributor.authorLin, Trisha Tsui-Chuan
dc.contributor.authorParagas, Fernando
dc.contributor.authorBautista, John Robert
dc.identifier.citationLin, T. T.-C., Paragas, F., & Bautista, J. R. (2016). Determinants of mobile consumers' perceived value of location-based advertising and user responses. International Journal of Mobile Communications, 14(2), 99-.en_US
dc.description.abstractThis 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.en_US
dc.format.extent33 p.en_US
dc.relation.ispartofseriesInternational Journal of Mobile Communicationsen_US
dc.rights© 2016 Inderscience. This is the author created version of a work that has been peer reviewed and accepted for publication by International Journal of Mobile Communications, Inderscience. It incorporates referee’s comments but changes resulting from the publishing process, such as copyediting, structural formatting, may not be reflected in this document. The published version is available at: [http://dx.doi.org/10.1504/IJMC.2016.075019].en_US
dc.subjectLocation-based mobile advertisingen_US
dc.subjectPerceived utilityen_US
dc.titleDeterminants of mobile consumers' perceived value of location-based advertising and user responsesen_US
dc.typeJournal Article
dc.contributor.schoolWee Kim Wee School of Communication and Informationen_US
dc.description.versionAccepted versionen_US

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