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

Autori
Škare, V ; Ozretić Došen, Đ ; Previšić, J ; Komarac, T.

Vrsta, podvrsta i kategorija rada
Sažeci sa skupova, neobjavljeni rad, znanstveni

Izvornik
43rd EMAC Annual Conference - Paradigm Shifts & Interactions / Enrique Bigné - Valencia : Universitat de València, 2014

Skup
43rd EMAC Annual Conference - Paradigm Shifts & Interactions

Mjesto i datum
Valencia, Španjolska, 03.06.2014. - 06.06.2014

Vrsta sudjelovanja
Poster

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
mobile marketing; location-based services; willingness to participate

Sažetak
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.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA