Abstract
Research background:Electronic communication fundamentally influences social behavior of the society. An unlimited virtual connection to the outside world and the minimal costs needed to reach out to a particular subject cause personal contact to become of marginal importance. The starting point may be, in certain cases, the ability of a mobile device to provide interested parties with relatively accurate geographical data mapping the distribution of objects in space. Therefore, localization of individual participants in the communication process becomes a prerequisite for establishing a contact in the real world. Moreover, localization also serves as a tool for creating highly personalized messages based on a combination of geographical, demographic, psychographic and behavioral characteristics.Purpose of the article:The aim of the paper is to research the peculiarities associated with the localization of portable electronic devices in the space and the associated efforts to improve the level of personalized communication in line with the right timing of wireless distribution of advertising content to the recipient.Methods:In order to achieve the stated goal, the author made use of several research methods to research the use of localization technologies in software products supporting social interaction between users of portable electronic devices. In particular, the author used analytical, inductive, deductive and comparative research methods. The paper also contains the results of several scientific studies presenting the latest market trends reflecting on research from abroad.Findings & Value added:The paper contributes to the definition of the specifics that characterize the various types of localization technologies which convey information to the target audience within SoLoMo marketing.
Highlights
The use of modern information and communication technologies, which help to save time and money, significantly contributes to streamlining work in various areas of life
The ban on geolocation services has recently resulted in a reduction in the functionality of software applications, which affects the efforts of developers to provide quality products
In an effort to popularize geolocation services, existing location platforms are often integrated with social media
Summary
The use of modern information and communication technologies, which help to save time and money, significantly contributes to streamlining work in various areas of life. Many software applications have a built-in location detection. This increases the scope of tasks an application can carry out, improves the quality of services provided and, last but not least, creates an opportunity for mobile application developers to carry out maintenance or repairs of their products. A request for permission to use the mobile phone owner's geolocation data is submitted when the device’s software is configured for the first time. This process is characterized by a high degree of individualism given the nature of software and programs. The ban on geolocation services has recently resulted in a reduction in the functionality of software applications, which affects the efforts of developers to provide quality products
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