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...

With the explosion of the mobile web, companies and brands are relying more and more on inbound marketing, focusing on generating dialogues and providing customers with more relevant and customized ad content. Interruptions, which were often used as attention-grabbing tactics, seem to 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...