Identifying factors influencing the customers purchase behaviour due to location-based promotions

Using location-based promotions, marketers have the opportunity to present information to consumers which is specific to their current location. In this paper, which uses a field study and a follow-up in-app-survey, the authors identify factors which influence mobile location-based advertising and more specifically, which factors influence the customer purchase as a result of mobile location-based advertising via a mobile application (app). The study found that the usage frequency of and the satisfaction with the specific location-based advertising app used are factors which significantly influence purchase behaviour when using mobile location-based advertising.