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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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