Purpose: 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...

Location-Based Advertising (LBA) is an innovative advertising channel to deliver highly personalized advertising messages. Based on an empirical study the negative effect of privacy concerns on the intention to use LBA is considerably weaker than the positive effect of advertising value.