engleski

We Would Like to Use your Current Location. What is Driving You to Opt-In?

Location-tracking functionalities of smartphones induced the development of location-based services, providing marketers with an opportunity to add a new level of relevance to their marketing activities. Interacting with customers in the time- and location-specific context requires their explicit consent. There is certain scientific evidence on customers’ willingness to participate in location-based marketing, such as location- based advertising. Nevertheless, current knowledge is scarce and fragmented, requiring further investigation and consolidation. The paper deals with the question: what are the possible drivers of customers’ willingness to disclose their location data and participate in location-based mobile marketing activities? Based on the current scientific evidence, a conceptual framework and hypotheses are proposed.

mobile marketing; location-based services; willingness to participate

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