Attitude toward Location-based Advertising

ABSTRACT Location-based advertising (LBA) is not new but being able to access it through one’s mobile communication device is. Description of this revolutionary advertising medium is provided as well as some opportunities and challenges that come with it. Desperately needed is more research since in-depth examination of the topic has barely begun. To assist researchers in their investigations, a scale is provided here that is likely to become central to many studies: attitude toward location-based advertising (Alba). Support for the scale’s psychometric quality comes from a preliminary study and a two-stage analysis of a large, national sample.

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