| Summary: | In the past few years, as the dramatic development of the functions and capabilities of mobile phones and the diversification of advertising, a relatively new form of advertising – mobile location-based advertising (mobile LBA), which employs the latest geographical location-based technology, is increasingly being utilised by marketers. Although many academics are paying more and more attention to mobile LBA, most of them have mainly focused on the relationship between general consumers and mobile LBA. Little research has been undertaken from young consumers’ perspective Therefore, the aim of this study is to address the gap in previous literature.
In order to achieve the goal of this study, the focus groups were applied. The primary data was collected from twenty-two participants and the thematic analysis was used to analyse the discussions from the focus groups.
The major findings from the study were divided into two major themes and eight micro-themes: the major themes are: the attitudes and the effectiveness. In terms of the attitudes, there are three micro-themes: privacy concerns, interruption and the ease of use of mobile LBA. From the effectiveness point of view, there are four micro-themes: the discount
information, the perceived entertainment, the influence of mainstream and the sincerity.
Based on the findings, it could be said that young consumers are worrying about their privacy while enjoying the benefits (the discount information, the perceived entertainment, etc.) and conveniences of mobile LBA. They value marketers’ sincerity very much and can be greatly influenced by mainstream. The permission-based mobile LBA is preferred by them and may become a major trend in the mobile environment in the future.
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