Location-based advertising: a systematic review, integrative framework, and future research Agenda

Abstract

ABSTRACT The proliferation of the Smartphone industry and GPS technologies have made it easier and more precise to track accurate location of customers, allowing marketers to target them in real-time at their real-time locations. This topic has gained scholarly attention over the years but it lacks a clear and coherent roadmap for future research. Therefore, the objective of this study is to conduct a systematic review and comprehensive analysis of the extant literature on LBA using two databases- Scopus and Web of Science. Accordingly, a systematic literature review of 128 articles is structured using Scientific Procedures and Rationales for Systematic Literature Reviews (SPAR-4-SLR) to gather, analyse, and synthesise the literature on Location-based Advertising (LBA). The findings indicate that the technology acceptance model followed by the privacy calculus are the most prominent theories. In addition, the study highlights the focus of articles by grouping them into five major themes. Further, an integrative framework using antecedents, moderators, mediators, and outcomes is developed. Additionally, the antecedents of the customers’ LBA usage intention are categorised into five categories. This study contributes substantially to the current reservoir of knowledge and builds the foundation for future research using the theories, constructs, characteristics, and methods (TCCM) framework.