Location-based advertising on mobile devices

Autor(en)

Christine Bauer, Christine Strauss

Abstrakt

Location-based advertising (LBA) allows the delivery of advertising messages to consumers in places that are known for their particular high and positive advertising effect. While LBA is recognized for static roadside billboards and the Web, LBA can now be found on mobile devices. This mobile advertising adds valuable opportunities for companies: it allows consumers to be addressed (i) individually, (ii) based on their current location, and (iii) dynamically in real-time; furthermore, (iv) content may be replaced quickly by remote access. Accordingly, within the mobile marketing domain, LBA on mobile devices turns over a new leaf. This young research field is interdisciplinary at its core and marketing and technical experts expect major impetus. To contribute to this growing field, we systematically analyze and evaluate existing literature in the field of LBA on mobile devices, and present the results of six analyses. By building bridges between the involved disciplines, we present existing research in a condensed, concise and evaluating form which will support researchers in orienting for future research in the field. Furthermore, we pinpoint selected “white spots” in research and draw attention to promising areas for future research and directions of future development trends.

Organisation(en)

Institut für Rechnungswesen, Innovation und Strategie

Externe Organisation(en)

Universität zu Köln

Journal

Management Review Quarterly

Band

66

Seiten

159-194

Anzahl der Seiten

36

DOI

https://doi.org/10.1007/s11301-015-0118-z

Publikationsdatum

01-2016

Peer-reviewed

Ja

ÖFOS 2012

502052 Betriebswirtschaftslehre, 502050 Wirtschaftsinformatik, 502019 Marketing, 202038 Telekommunikation

Schlagwörter

ASJC Scopus Sachgebiete

Business, Management and Accounting (miscellaneous), Strategy and Management

Link zum Portal

https://ucrisportal.univie.ac.at/de/publications/92e63dfa-60ca-4f08-adfc-9d1e248795b1