Attitude toward location-based advertising

Gordon C. Bruner II and Anand Kumar

Location-based advertising (LBA) is not new but being able to access it through one’s mobile communication device is.
  

Attitude toward location-based advertising

Gordon C. Bruner IISouthern Illinois University

Anand KumarUniversity of South Florida

INTRODUCTION

We are approaching a time when the ability will exist to contact individuals at any time, at any place. This is due to the ubiquity of mobile devices, particularly mobile phones with GPS functionality. The technology holds the potential for marketers to send information and offers to consumers based on their proximity to places where the marketers' products are available.

Given the growing ability to reach people in a much more targeted manner than was possible in the past, the...

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