Using privacy calculus theory to explore entrepreneurial directions in mobile location-based advertising: Identifying intrusiveness as the critical risk factor - Gutierrez, Anabel; O'Leary, Simon; Rana, Nripendra P.; Dwivedi, Yogesh K.; Calle, Tatiana (Computers in human behavior, 2019)
Keywords: Advertising; Cell phones; Cellular telephones; Consumers; Decision theory; Entrepreneurship; General data protection regulation (GDPR); Geographical locations; Internet privacy concerns (IPC); Intrusiveness; Location based services; Mobile communication systems; Mobile location-based advertising (MLBA); Monetary rewards; Personalisation; Privacy; Privacy calculus theory (PCT); Risk analysis; Internet privacy concerns (IPC); Monetary rewards; Intrusiveness; Mobile location-based advertising (MLBA); Privacy calculus theory (PCT); Personalisation; General data protection regulation (GDPR)