Location Based Mobile Advertisements and Gender Targeting

Purpose: The purpose of this study was to examine the differential effects of Location Based mobile advertisements on men and women in work leisure situations. Design/methodology/approach: The study conducted was in a scenario based experimental design in the 2X2X2 ANOVA format. Independent variables included Type of locations (Private/Public), Situations (work/leisure), and Gender (Male/Female). Dependent variables included perceptions and behavioral intentions. Findings: Recent findings often indicate that men are more receptive to location based ads than women. However, in this paper we show that in some circumstances women are more favorable to the same mobile location based ads than men because both women and men‟s reactions depend on specific location and task situations. Practical implications: Based on these findings, managers will be able to better target ads to specific genders in different locations and situations thus maximizing the relevance of the ads, click through rates and affect cost per thousand impressions. Originality/value: There has been little research on how men versus women react to location based ads based on their orientation towards different situations at hand. This research illustrates what differences exist in their perceptions of LBA and why