Return to search

Increasing the Effectiveness of Location-Based Advertising

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.

Identiferoai:union.ndltd.org:unt.edu/info:ark/67531/metadc1986552
Date08 1900
CreatorsThapa, Sajani
ContributorsPaswan, Audhesh, Guzman, Francisco, Pelton, Lou E.
PublisherUniversity of North Texas
Source SetsUniversity of North Texas
LanguageEnglish
Detected LanguageEnglish
TypeThesis or Dissertation
FormatText
RightsPublic, Thapa, Sajani, Copyright, Copyright is held by the author, unless otherwise noted. All rights Reserved.

Page generated in 0.0021 seconds