You can manage bookmarks using lists, please log in to your user account for this.
Media type:
E-Article
Title:
Increasing consumers’ intention to use location-based advertising
Contributor:
Schade, Michael;
Piehler, Rico;
Warwitz, Claudius;
Burmann, Christoph
Published:
Emerald, 2018
Published in:
Journal of Product & Brand Management, 27 (2018) 6, Seite 661-669
Language:
English
DOI:
10.1108/jpbm-06-2017-1498
ISSN:
1061-0421
Origination:
Footnote:
Description:
<jats:sec>
<jats:title content-type="abstract-subheading">Purpose</jats:title>
<jats:p>This study aims to investigate the influence of advertising value and privacy concerns on consumers’ intention to use location-based advertising. It also explores if brand trust toward location-based advertising providers and consumers’ privacy self-efficacy reduce privacy concerns.</jats:p>
</jats:sec>
<jats:sec>
<jats:title content-type="abstract-subheading">Design/methodology/approach</jats:title>
<jats:p>Based on the privacy calculus and expectancy theory, a conceptual model is developed and empirically tested through structural equation modeling using cross-sectional data of 1,121 actual smartphone users from Germany.</jats:p>
</jats:sec>
<jats:sec>
<jats:title content-type="abstract-subheading">Findings</jats:title>
<jats:p>Advertising value positively and privacy concerns negatively affect consumers’ intention to use location-based advertising. As expected, brand trust and consumers’ privacy self-efficacy can reduce consumers’ privacy concerns.</jats:p>
</jats:sec>
<jats:sec>
<jats:title content-type="abstract-subheading">Research limitations/implications</jats:title>
<jats:p>Further research should test and validate the proposed framework in other cultures to gain insights into the culturally specific relevance of privacy concerns and their antecedents. The current study includes sociodemographics as potential moderators; additional studies could investigate other potential moderators (e.g. personality, values).</jats:p>
</jats:sec>
<jats:sec>
<jats:title content-type="abstract-subheading">Practical implications</jats:title>
<jats:p>To reduce consumers’ privacy concerns, location-based advertising providers should make their offers transparent and give consumers control, to increase their privacy self-efficacy. They also should work to strengthen their brand, monitor brand trust trends and avoid any trust-damaging behavior.</jats:p>
</jats:sec>
<jats:sec>
<jats:title content-type="abstract-subheading">Originality/value</jats:title>
<jats:p>This study introduces brand trust toward location-based advertising providers and privacy self-efficacy as factors to reduce consumers’ privacy concerns. It also encompasses a broader, general sample of consumers, which increases the generalizability and practical relevance of the results and supports an initial investigation of sociodemographic factors as potential moderators in this context.</jats:p>
</jats:sec>