Purpose – The purpose of this paper is 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 2×2×2 ANOVA format....

Location-based advertising (LBS) through mobile phones aims to remove geographical and information barriers between consumers and marketplace offerings by reaching shoppers when they are proximate to advertisers’ locations. Though such contextual advertising seems convenient, it may also be...

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...