“Too Close for Comfort”: The Negative Effects of Location-Based Advertising

  • Martina Čaić
  • Dominik Mahr
  • Elizabeth Aguirre
  • Ko de Ruyter
  • Martin Wetzels
Part of the European Advertising Academy book series (EAA, volume 5)


The expanding presence of mobile devices offers marketers a new advertising channel for reaching consumers. Whereas both real-world practice and academia hail the advantages of personalizing advertising messages with location information, this research probes its negative effects. An exploratory field study that places ads on a social network reveals a sharp drop in advertising effectiveness when an online ad includes location information. To explain these results, a subsequent experimental study demonstrates how location-based personalization can trigger feelings of vulnerability, which hamper online advertising effectiveness.


Mobile Device Privacy Concern Online Advertising Mobile Market Advertising Effectiveness 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© Springer Fachmedien Wiesbaden 2015

Authors and Affiliations

  • Martina Čaić
    • 1
  • Dominik Mahr
    • 2
  • Elizabeth Aguirre
    • 2
  • Ko de Ruyter
    • 2
  • Martin Wetzels
    • 2
  1. 1.Marketing and CommunicationZSEMZagrebCroatia
  2. 2.Marketing and CommunicationMaastricht UniversityMaastrichtNetherlands

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