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    题名: Developing emerging location-based mobile advertising in Singapore: A socio-technical perspective
    作者: 林翠絹
    Lin, T. T. C.
    贡献者: 廣電系
    关键词: LBA;Location-based advertising;Mobile advertising;Socio-technical framework
    日期: 2016-02
    上传时间: 2017-06-29 10:17:25 (UTC+8)
    摘要: Increasing adoption of location-based services and smartphones leads to optimistic forecasts for location-based mobile advertising (LBA).This study investigates the development of emerging LBA in Singapore by examining stakeholders’ perspectives and shaping forces in the socio-technical subsystems (i.e., technology, market/industry, and government/regulation). In addition to document analysis, it conducts in-depth interviews with key industry players in the LBA value chain, policy-makers, and smartphone consumers in order to identify drivers and challenges in this nascent mobile business. The socio-technical analyses show that LBA in Singapore is technology-ready with government support and industry pull, while conservative advertisers, negative consumer attitudes, and insufficient regulations hinder LBA's diffusion. The results reveal that LBA at an early adopter stage in Singapore has a relatively convergent and competitive value chain, as telcos play a crucial part in creating and distributing LBA services. With a newly launched Personal Data Protection Act, smartphone consumers still show concerns about personal privacy, data security, and intrusive spam. Technical implementation and LBA effectiveness are major inhibitors for advertisers' adoption. The Singapore case offers market and regulatory implications for other mobile-advanced countries to develop mobile marketing, location-based services, and LBA.
    關聯: Technological Forecast and Social Change, 103, 334-349
    数据类型: article
    DOI 連結: http://dx.doi.org/10.1016/j.techfore.2015.06.002
    DOI: 10.1016/j.techfore.2015.06.002
    显示于类别:[廣播電視學系] 期刊論文

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