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.
| Identifer | oai:union.ndltd.org:unt.edu/info:ark/67531/metadc1986552 |
| Date | 08 1900 |
| Creators | Thapa, Sajani |
| Contributors | Paswan, Audhesh, Guzman, Francisco, Pelton, Lou E. |
| Publisher | University of North Texas |
| Source Sets | University of North Texas |
| Language | English |
| Detected Language | English |
| Type | Thesis or Dissertation |
| Format | Text |
| Rights | Public, Thapa, Sajani, Copyright, Copyright is held by the author, unless otherwise noted. All rights Reserved. |
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