Acceptance of Location-Based Advertising by Young Consumers: A Stimulus-Organism-Response (S-O-R) Model Perspective

ABSTRACT

This study examines the influence of Permission, Trust, Relevance, and Context factors on the acceptance of location-based advertising in India using the Stimuli-Organism-Response (S-O-R) model. The survey responses (N=459) are collected in India using simulated situations. The analysis indicates that newer concepts relating to Permission and Trust are of low priority, but Relevance and Context play a significant role in the acceptance. The implications of the findings for retailers and other professionals are discussed.

KEYWORDS:

• Linear Regression
• location-based Advertising
• mobile Commerce
• one-way ANOVA
• simulated Situations
• stimuli-Organism-Response (S-O-R) model

Disclosure statement

No potential conflict of interest was reported by the author(s).

Data availability statement

Data are available from the authors upon reasonable request.

Ethics Statement

The research has the approval from the Institutional Research Board of Indiana University, USA; T A Pai Management Institute, MAHE, India; National Institute of Technology of Karnataka, India.

Additional information

Notes on contributors

Ranjan B. Kini

Ranjan B. Kini, Ph.D., is a Professor of Information Systems at the School of Business & Economics, Indiana University Northwest, Indiana, USA. He holds a Ph.D. in Operations and Management Information Systems from Texas Tech University, Texas, USA. He has published in many scholarly international journals. His research interests include mobile commerce, electronic commerce, IS Strategy, and data analytics. He is on the editorial board of international journals. He has been a visiting professor at the University of Turku, Finland; Abo Akademi, Finland; Universidad Adolfo Ibanez, Santiago, Chile; Naresuan University and Bangkok University, Bangkok, Thailand.

Kartikeya Bolar

Kartikeya Bolar, Ph.D., is an Associate Professor in the Operations and Decision Sciences area at T A Pai Management Institute, Manipal Academy of Higher Education, Manipal, India. He holds a Ph.D. in Technology Management, MBA in Information Systems, and a degree in Computer Engineering. He is active in digital learning and the virtual teaching space. His research interests are in E-Commerce Diffusion, Digital Learning, Data Mining, Data Science, Business Analytics, R-programming, and Technology Adoption.

T. M. Rofin

Rofin T. M., Ph.D., is an Assistant Professor in Operations and Supply Chain Management at the National Institute of Industrial Engineering (NITIE), Mumbai, India. He received his Ph.D. from the Department of Industrial and Systems Engineering, Indian Institute of Technology Kharagpur. His research is concerned with modeling emerging multi-channel supply chain configurations and technological developments in retailing. He has published in several scholarly international journals.

Sayan Mukherjee

Sayan Mukherjee Ph.D., is an Assistant Professor in the Operations and Decision Science area at XLRI -Xavier School of Management, Delhi-NCR Campus, India. He received his Ph.D. in Production, Operations, and Decisions Sciences from XLRI - Xavier School of Management, Jamshedpur, India. He has worked as a post-doctoral fellow at Rutgers University, New Jersey, USA. His research is in the interface area of information technology, business operations, operations and supply chain modeling, multi-criteria decision-making, and application of innovative modeling techniques to business problems to derive actionable insights. He has prior experience in management consulting with PricewaterhouseCoopers (PwC).

Soumyajit Bhattacharjee

Soumyajit Bhattacharjee MBA, is currently associated with the academic & research area of Marketing at the Indian School of Business (ISB), Hyderabad, India. Prior to joining ISB, he was working as an Assistant Professor in Marketing at the Manipal Academy of Higher Education (MAHE), Manipal, India. Mr. Bhattacharjee’s industry experience includes working in the FMCG & B2B Sectors at Coffee Day Global Limited, India, enabling the incorporation of practical and academic relevance to the field of the business research ecosystem.