Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/275884 
Year of Publication: 
2016
Citation: 
[Journal:] Marketing Review St.Gallen [ISSN:] 1865-7516 [Volume:] 33 [Issue:] 6 [Year:] 2016 [Pages:] 56-61
Publisher: 
Thexis Verlag, St.Gallen
Abstract: 
Location-Based Advertising (LBA) is an innovative advertising channel to deliver highly personalized advertising messages. Based on an empirical study the negative effect of privacy concerns on the intention to use LBA is considerably weaker than the positive effect of advertising value.
Document Type: 
Article

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