2020
DOI: 10.24198/jbm.v21i2.348
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Location-Based Advertising: Intrusiveness and Irritation

Abstract: Location-based Advertising (LBA) is a marketing strategy using cellular devices such as smartphones to offer products to potential customers at the nearest sales or service location. Intrusiveness and irritation are disorders that appear in the LBA. The conceptual framework of the research is built on the Advertising Avoidance Theory. Data collection was carried out with a self-administered survey involving 356 Politeknik Pos Indonesia students. The results showed that Intrusiveness and Irritation had a positi… Show more

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Cited by 1 publication
(2 citation statements)
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References 15 publications
(18 reference statements)
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“…Regarding advertising, an attitude has been defined as "a learned tendency to respond in a consistently favourable or unfavourable way to advertising in general" (MacKenzie & Lutz, 1989). In general, opinions about the advertisement influence how one assesses an organization's advertising message (Greyser & Bauer, 1966;Ha & McCann, 2008;Mehta & Purvis, 1995;Suarsa, 2022).…”
Section: Attitudes Toward Adsmentioning
confidence: 99%
See 1 more Smart Citation
“…Regarding advertising, an attitude has been defined as "a learned tendency to respond in a consistently favourable or unfavourable way to advertising in general" (MacKenzie & Lutz, 1989). In general, opinions about the advertisement influence how one assesses an organization's advertising message (Greyser & Bauer, 1966;Ha & McCann, 2008;Mehta & Purvis, 1995;Suarsa, 2022).…”
Section: Attitudes Toward Adsmentioning
confidence: 99%
“…Information technology is currently snowballing, especially in Indonesia. It is evident from the annual increase in the number of Internet users in Indonesia (Suarsa, 2020). The Internet is essential and helpful.…”
Section: Introductionmentioning
confidence: 99%