“…To improve the selection mechanisms involved in targeted advertisements, it has been widely prescribed that advertisement campaigns should leverage customers' location information (Fang et al., 2015; Fong et al., 2015; K. Li & Du, 2012; Molitor et al., 2020). Advancements in mobile devices and integration with technologies such as global positioning systems have resulted in the proliferation of location‐based services (LBS) in marketing offerings (Wang et al., 2022). LBS are broadly defined as services offered specifically based on the geographic location of the mobile device, such as emergency and safety‐related services, entertainment, and location‐specific advertising (Jagoe, 2003).…”