How location-based advertising elicits in-store purchase
Abstract
Purpose This paper aims to investigate how location-based advertising (LBA) elicits in-store purchase intention. To deepen the understanding of LBA’s effect on consumers’ purchase decision, the research examines the role of consumers’ time consciousness in click intention in pull or opt-out LBA approaches. The study also explores how consumers react to LBA with an asymmetric dominance decoy versus a compromise decoy message....
Paper Details
Title
How location-based advertising elicits in-store purchase
Published Date
May 13, 2019
Volume
33
Issue
4
Pages
380 - 395
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