"Too close for comfort": The negative effects of location-based advertising

M. Caic, F.D. Mahr, E. Aguirre Lopez, J.C. de Ruyter, M.G.M. Wetzels

Research output: Chapter in Book/Report/Conference proceedingChapterAcademic

Abstract

The expanding presence of mobile devices offers marketers a new advertising channel for reaching consumers. Whereas both real-world practice and academia hail the advantages of personalizing advertising messages with location information, this research probes its negative effects. An exploratory field study that places ads on a social network reveals a sharp drop in advertising effectiveness when an online ad includes location information. To explain these results, a subsequent experimental study demonstrates how location-based personalization can trigger feelings of vulnerability, which hamper online advertising effectiveness.
Original languageEnglish
Title of host publicationAdvances in Advertising Research (Vol. V)
Subtitle of host publicationExtending the Boundaries of Advertising
EditorsI. Bušljeta Banks, P. de Pelsmacker, S. Okazaki
Place of PublicationWiesbaden
PublisherSpringer
Pages103-111
Number of pages8
Edition1
ISBN (Electronic)978-3-658-08132-4
ISBN (Print)978-3658081317, 978-3-658-14090-8
DOIs
Publication statusPublished - 1 Jan 2014

Publication series

SeriesEuropean Advertising Academy
Number5

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