engleski

Location-based mobile marketing: current insights and future research opportunities

Since the early days of location-tracking functionalities of mobile phones, locationbased marketing (LBM) is constantly highlighted as one of the most lucrative areas of mobile marketing. Location-based services (LBS) are evolving substantially in recent years due the vast diffusion of the smartphones and tablet devices. Marketing academicians and practitioners are both struggling to keep pace with the development of location-based services and their marketing potential. The purpose of the paper is to present the current insights in location-based marketing research and to propose topics that require further research attention. Current evidence mostly has dealt with facets of consumer behavior, prior the appearance of current location-based marketing tactics. In many cases, the respondents had no prior experience with location-based marketing.

location-based marketing; location-based services; mobile marketing

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