Content-related factors influence perceived value of location-based mobile advertising
Lin, Trisha T. C.
Bautista, John Robert
Date of Issue2018
Wee Kim Wee School of Communication and Information
Location-based mobile advertising (LBA) is forecast to drive the growth of the mobile advertising industry. Although past research supports that advertising content influences their effectiveness, little research has identified content factors and examined their effects on users’ perceived value of LBA. Analyzing web survey data from a national representative sample of 605 Singapore mobile consumers, partial least square results show that LBA content factors (contextualization, relevance, entertainment, and credibility) are positively related to perceived value, while irritation has a negative effect. Among them, credibility has the highest effect size to perceived value of LBA, followed by entertainment, which can be explained by context and culture. The results also show a positive relationship between LBA perceived value and use intention. Theoretical and practical implications are discussed.
Location-based Mobile Advertising
Journal of Computer Information Systems
© 2018 International Association for Computer Information Systems. This paper was published in Journal of Computer Information Systems and is made available as an electronic reprint (preprint) with permission of International Association for Computer Information Systems. The published version is available at: [http://dx.doi.org/10.1080/08874417.2018.1432995]. One print or electronic copy may be made for personal use only. Systematic or multiple reproduction, distribution to multiple locations via electronic or other means, duplication of any material in this paper for a fee or for commercial purposes, or modification of the content of the paper is prohibited and is subject to penalties under law.