TY - JOUR
T1 - Acceptance of Location-Based Advertising by Young Consumers
T2 - A Stimulus-Organism-Response (S-O-R) Model Perspective
AU - Kini, Ranjan B.
AU - Bolar, Kartikeya
AU - Rofin, T. M.
AU - Mukherjee, Sayan
AU - Bhattacharjee, Soumyajit
N1 - Publisher Copyright:
© 2023 Taylor & Francis.
PY - 2023
Y1 - 2023
N2 - 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.
AB - 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.
UR - https://www.scopus.com/pages/publications/85159704331
UR - https://www.scopus.com/inward/citedby.url?scp=85159704331&partnerID=8YFLogxK
U2 - 10.1080/10580530.2023.2214843
DO - 10.1080/10580530.2023.2214843
M3 - Article
AN - SCOPUS:85159704331
SN - 1058-0530
VL - 41
SP - 132
EP - 150
JO - Information Systems Management
JF - Information Systems Management
IS - 2
ER -