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

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

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 mob...

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Bibliographic Details
Main Authors: Paragas, Fernando, Bautista, John Robert, Lin, Trisha Tsui-Chuan
Other Authors: Wee Kim Wee School of Communication and Information
Format: Journal Article
Language:English
Published: 2017
Subjects:
Location-based mobile advertising
Perceived utility
Online Access:https://hdl.handle.net/10356/83478
http://hdl.handle.net/10220/42606

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