Perceived Effectiveness of Push vs. Pull Mobile Location Based Advertising

ABSTRACT

The emergence of mobile phones as the leading personal communications device portends their attractiveness as a potentially lucrative media platform for marketers. This article presents initial consumer evaluations of mobile location-based advertising (LBA). LBA is a new form of marketing communication that uses location-tracking technology in mobile networks to target consumers with location-specific advertising on their cell phones. We use an experimental setting to test the effects of LBA characteristics on privacy concerns about location tracking, perceived benefits, value, and intentions to try LBA. LBA was described as a free, opt-in service from cell phone service providers. Results indicate that privacy concerns are high, and perceived benefits and value of LBA are low. LBA was relatively more effective when it becomes available upon explicit request by the consumer than when consumers are alerted to location-specific advertising or promotions for preferred product categories relevant to a specific location. Implications for marketers are discussed.

Additional information

ABOUT THE AUTHORS

Ramaprasad Unni (Ph.D., Indiana University) is an Assistant Professor of Marketing at Portland State University. His research interests include consumer behavior in interactive environments and location-based services marketing.

Robert Harmon (Ph.D., Arizona State University) is Professor of Marketing and Technology Management with a joint appointment in the School of Business and the Maseeh College of Engineering and Computer Science at Portland State University. His research interests include technology marketing, location-based services, and ecological value engineering for high technology firms.