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

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 th...

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Bibliographic Details
Published inInformation systems management Vol. 41; no. 2; pp. 132 - 150
Main Authors Kini, Ranjan B., Bolar, Kartikeya, Rofin, T. M., Mukherjee, Sayan, Bhattacharjee, Soumyajit
Format Journal Article
LanguageEnglish
Published Abingdon Taylor & Francis 02.04.2024
Taylor & Francis Ltd
Subjects
Advertising
Context
Linear Regression
location-based Advertising
mobile Commerce
one-way ANOVA
simulated Situations
stimuli-Organism-Response (S-O-R) model
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Summary: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.
ISSN:1058-0530
1934-8703
DOI:10.1080/10580530.2023.2214843