Customization in location-based advertising: Effects of tailoring source, locational congruity, and product involvement on ad attitudes.
This study explores the psychological effects of information tailoring, locational congruity, and product involvement on user attitudes toward location-based advertising (LBA) on mobile devices. Results from a 2 (type of information tailoring: personalization vs. customization) × 2 (level of locatio...
| Publicado en: | Computers in Human Behavior Vol. 51; pp. 336 - 344 |
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| Autores principales: | , , |
| Formato: | Artículo |
| Publicado: |
Elsevier B.V.
Oct2015 Part A
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| Materias: | |
| Acceso en línea: | Ver este registro en EBSCOhost |