Location-based advertising in an emerging market: A study of Mongolian mobile phone users

Jengchung V. Chen, Bo Chiuan Su, David C. Yen

Research output: Contribution to journalArticlepeer-review

16 Citations (Scopus)


With the advances in communication and location-based technology, location-based advertising has been used frequently for mobile advertising. However, scholarly works regarding location-based advertising are still few and far between. This study examines the significance of association between format of advertisement, product involvement, privacy, and brand credibility and consumers' attitudes towards the location-based advertising. The relationship between attitudes towards the location-based advertising and attitudes towards brands is also investigated. The experimental design with web surveys was conducted on 464 staff members of MobiCom Corporation, the largest mobile phone operator in Mongolia. Results show that animated location-based advertising, less personal information embedded advertisement message and foreign-brand products advertised through location-based advertising are significant contributors to a positive attitude towards locationbased advertising. Moreover, there is a statistically significant relationship between attitude towards the location-based advertising and attitude towards brands. The implications of the findings are provided.

Original languageEnglish
Pages (from-to)291-310
Number of pages20
JournalInternational Journal of Mobile Communications
Issue number3
Publication statusPublished - 2014

All Science Journal Classification (ASJC) codes

  • Computer Science Applications
  • Computer Networks and Communications
  • Electrical and Electronic Engineering


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