Acceptance of Location-Based Advertising by Young Consumers: A Stimulus-Organism-Response (S-O-R) Model Perspective

Ranjan B. Kini; Kartikeya Bolar; T. M. Rofin; Sayan Mukherjee; Soumyajit Bhattacharjee

doi:10.1080/10580530.2023.2214843

Acceptance of Location-Based Advertising by Young Consumers: A Stimulus-Organism-Response (S-O-R) Model Perspective

Ranjan B. Kini^*
, Kartikeya Bolar
, T. M. Rofin
, Sayan Mukherjee
, Soumyajit Bhattacharjee

^*Corresponding author for this work

T A Pai Management Institute, Manipal

Research output: Contribution to journal › Article › peer-review

14 Citations (Scopus)

Abstract

This study examines the influence of Permission, Trust, Relevance, and Context factors on the acceptance of location-based advertising in India using the Stimuli-Organism-Response (S-O-R) model. The survey responses (N=459) are collected in India using simulated situations. The analysis indicates that newer concepts relating to Permission and Trust are of low priority, but Relevance and Context play a significant role in the acceptance. The implications of the findings for retailers and other professionals are discussed.

Original language	English
Pages (from-to)	132-150
Number of pages	19
Journal	Information Systems Management
Volume	41
Issue number	2
DOIs	https://doi.org/10.1080/10580530.2023.2214843
Publication status	Accepted/In press - 2023

All Science Journal Classification (ASJC) codes

Information Systems
Computer Science Applications
Library and Information Sciences

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10.1080/10580530.2023.2214843

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abstract = "This study examines the influence of Permission, Trust, Relevance, and Context factors on the acceptance of location-based advertising in India using the Stimuli-Organism-Response (S-O-R) model. The survey responses (N=459) are collected in India using simulated situations. The analysis indicates that newer concepts relating to Permission and Trust are of low priority, but Relevance and Context play a significant role in the acceptance. The implications of the findings for retailers and other professionals are discussed.",

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AU - Rofin, T. M.

AU - Mukherjee, Sayan

AU - Bhattacharjee, Soumyajit

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Acceptance of Location-Based Advertising by Young Consumers: A Stimulus-Organism-Response (S-O-R) Model Perspective

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All Science Journal Classification (ASJC) codes

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