How does location based marketing affect mobile retail revenues? The complex interplay of delivery tactic, interface mobility and user privacy

Location Based Marketing (LBM) increases relevance of placed advertisements by increasing awareness of product offers and availability in the consumer’s proximity. However, depending on how it is executed, such advertising can be perceived as intrusive, irritating, or a violation of consumer’s privacy. Existing research does not offer clear directions for retailers, who are keen to know of LBM’s effectiveness on sales. In this paper, authors...