Smartwatches are becoming more and more independent from smartphones, with thousands of applications available to smartwatch users. Some businesses already included smartwatches in their marketing initiatives, and it is only a matter of time until advertisers expand to the smartwatch users´ screens. Smartwatches have been called the most personal devices ever and therefore consumer attitudes are a crucial aspect in the adoption of location-based advertisements. This study investigated smartwatch users´ attitudes towards location-based advertising on smartwatches along with the factors that influence these attitudes by employing a research through design approach. Through semi-structured interviews, focus groups and prototypes of pull and push location-based advertisements on smartwatches, it was possible to discover how smartwatch users perceive location-based advertisements on smartwatches. The result of this study is that smartwatch users are open to receive location-based advertisements on their smartwatches, however their attitudes will be affected by the following factors: relevancy, personalization, informativeness, privacy concerns, context (location, frequency, timing), perceived ease of use and attitude towards advertising in general. Factors such as timing and frequency do not apply to pull location-based advertisements. Relevance is the most important factor and includes the element of control, meaning that smartwatch users can provide feedback on the specific advertisement on their smartwatch. The prototypes that were developed based on smartwatch users´ input provide four ready concepts of how location-based advertisements on smartwatches could look like.

The location-based advertising utilizes location-tracking technology to provide users commercial information according to the locations of their mobile devices. This study discussed impact factors on audience¡¦s attitudes toward the location-based advertising. The results of the survey found that entertainment, personalization, privacy concerns, types of advertising and situational context significantly influenced on consumers¡¦ attitudes. The results indicate some implications for future research and marketers.

Baigiamojo darbo tikslas – pateikti sprendimus, kaip naudoti geolokacinius socialinius tinklus, kaip reklamos priemonę, konkrečiai remiantis ,,Foursquare“ geolokacinio socialinio tinklo pavyzdžiu. Teorinėje darbo dalyje analizuojami teoriniai geolokacinių socialinių tinklų naudojimo aspektai: nagrinėjamos vietos nustatymu paremtos reklamos techninės galimybės, išsiaiškinami vietos nustatymu paremtos reklamos ir konkrečiai geolokacinių socialinių tinklų privalumai ir trūkumai. Taip pat nustatoma vartotojų segmentavimo svarba naudojant vietos nustatymu paremtus marketingo sprendimus, galiausiai išanalizuojamas geolokacinio socialinio tinklo ,,Foursquare“ veikimo principas, aptariamos galimybės verslui ir vartotojui, diskusiniai tinklo naudojimo klausimai. Analitinėje baigiamojo darbo dalyje apžvelgiami užsienio valstybių atliktų tyrimų rezultatai, pateikiami ir analizuojami anketinių apklausų apie geolokacinių socialinių tinklų naudojimo barjerus verslo ir vartotojų atžvilgiu duomenys, apibendrinami interviu su rinkodaros specialistu ir ryšio teikėjo atstovu rezultatai. Projektinėje darbo dalyje, remiantis tyrimo rezultatais, yra suformuluojami sprendimai, kaip naudoti geolokacinius socialinius tinklus verslas-verslui ir verslas-vartotojui lygmenyse. Modelio pavidalu pateikiami sprendimai komunikacijos priemonėms, reikalingoms ,,Foursquare“ nenaudojimą paversti naudojimu (ar bent jau nežinojimą paversti žinojimu). / The aim of this paper is to provide solutions how to use geolocation social networks as advertising. The solutions are provided on the basis of ,,Foursquare”. The first chapter of this paper focuses on the theoretical analysis of geolocation social networks use. At first, the location-based advertising technical issues are analyzed, the benefits are determined and the disadvantages of location-based advertising and in particular in geolocation social networks are pointed out. The paper also discusses the importance of segmentation in using geolocation social networks as an advertising tool. Finally, the geolocation social network ,,Foursquare” is analyzed to show the benefits for businesses and smart phone users. The second chapter of this paper analyzes statistics of the location-based advertising situation in foreign countries. In this chapter, the paper also discusses the results of surveys accomplished with marketers and smart phone users about difficulties of ,,Foursquare” use. Furthermore, the results of the interview with a network operator expert and a marketing specialist about barriers that cause slow adoption of geolocation social networks in Lithuania are analyzed. The third chapter focuses on possible solutions how to use geolocation social networks in business to business (B2B) and business to consumer (B2C) environments. Needed communication elements for ,,Foursquare“ use are provided in a model created by the author.

Location-based ads are defined as any ads that are sent by an identified source to consumers' mobile devices when they are around the advertised product/store. Although mobile ad spending is said to have accounted for 68% of all digital ad spending in 2020, knowledge of how businesses can use mobile and location-based technology to reach their customers effectively is limited. Thus, the purpose of this three-essay format dissertation is to review the literature on LBA and identify the gaps in the literature and attempt to address a few of these gaps in the remaining two essays. The second essay tests an integrated model by examining the effects of the various retailer and consumer-controlled factors on two retail performances. In the third essay, we explore how LBA affects different dimensions of consumer-brand engagement. The results and findings provide important implications for retailers and brands to increase their performances.

The principal aim of this thesis is to assess the state of the mobile marketing as of the first quarter of 2011 and to discuss various scenarios of the future development. This thesis defines the terms "mobile marketing" and "mobile advertising" and identifies the main players in the industry. It explores the main categories of mobile advertising such as mobile messaging, in-content and mobile internet advertising. Later, it analyzes the latest trends in the industry and describes in detail the advancements in QR tagging, location based advertising and augmented reality.

Yes / Location-based advertising is an entrepreneurial and innovative means for advertisers to reach out through personalised messages sent directly to mobile phones using their geographic location. The mobile phone users' willingness to disclose their location and other personal information is essential for the successful implementation of mobile location-based advertising (MLBA). Despite the potential enhancement of the user experience through such personalisation and the improved interaction with the marketer, there is an increasing tension between that personalisation and mobile users' concerns about privacy. While the privacy calculus theory (PCT) suggests that consumers make privacy-based decisions by evaluating the benefits any information may bring against the risk of its disclosure, this study examines the specific risks and benefits that influence consumers' acceptance of MLBA. A conceptual model is proposed based on the existing literature and a standardised survey was developed and targeted at individuals with known interests in the subject matter. From these requests, 252 valid responses were received and used to evaluate the key benefits and risks of MLBA from the users' perspectives. While the results confirmed the importance of internet privacy concerns (IPC) as an important determinant, they also indicate that monetary rewards and intrusiveness have a notably stronger impact on acceptance intentions towards MLBA. Intrusiveness is the most important risk factor in determining mobile users' intentions to accept MLBA and therefore establishing effective means of minimising the perceived intrusiveness of MLBA can be expected to have the greatest impact on achieving effective communications with mobile phone users.