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Factors influencing effects of location-based EMS advertising: different situational contexts for both genders

Location-based advertising utilises location-tracking technology to provide users with valuable commercial information which is specific to their location. The primary aim of this study is to investigate the factors influencing consumers' attitudes towards such location-based advertising and the moderate effects of situational context. The results indicate that entertainment, personalisation and privacy concerns all have direct impacts on consumer attitudes, with situational contexts moderating the impacts of these factors on such consumer attitudes. This paper also explores across gender differences of attitudes towards LBA. The study provides practical suggestions for mobile operators and advertising agencies.