A Thesis for the Degree of Master Consumer Attitudes toward Location-based Advertising via Mobile Devices: An Empirical Study
نویسنده
چکیده
Mobile advertising is evolving rapidly and becoming the key mobile data and revenue drivers of the mobile contents market. More powerful mobile devices have made possible the creation of better and richer mobile advertising. Moreover, the integration of location-aware technologies such as Cell Identification and GPS (Global Positioning Systems) into mobile devices has inspired the development of location-based advertising (LBA). As location-based services (LBS) have the potential to become the first realizable example of ubiquitous computing, business opportunities from these appear quite feasible. LBA can provide relevant, targeted, and timely advertising information to consumers at the point of need. The purpose of this study is to investigate consumer attitudes toward LBA, and the
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