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Media type:
E-Article
Title:
Location-Based Advertising: Privacy Concerns No Big Deal
Contributor:
Schade, Michael
[Author];
Piehler, Rico
[Author];
Warwitz, Claudius
[Author];
Burmann, Christoph
[Author]
Published:
St.Gallen: Thexis Verlag, 2016
Language:
English
ISSN:
1865-7516
Origination:
Footnote:
Diese Datenquelle enthält auch Bestandsnachweise, die nicht zu einem Volltext führen.
Description:
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.