Location Based Mobile Advertisements and Gender Targeting

Journal of Research in Interactive Marketing, Special Issue on Mobile Marketing and Social Media, 2012

32 Pages Posted: 23 Aug 2012

See all articles by Syagnik (Sy) Banerjee

Syagnik (Sy) Banerjee

University of Michigan Flint

Ruby Roy Dholakia

University of Rhode Island - College of Business Administration

Date Written: August 23, 2012

Abstract

Purpose: The purpose of this study was to examine the differential effects of Location Based mobile advertisements on men and women in work leisure situations.

Design/methodology/approach: The study conducted was in a scenario based experimental design in the 2X2X2 ANOVA format. Independent variables included Type of locations (Private/Public), Situations (work/leisure), and Gender (Male/Female). Dependent variables included perceptions and behavioral intentions.

Findings: Recent findings often indicate that men are more receptive to location based ads than women. However, in this paper we show that in some circumstances women are more favorable to the same mobile location based ads than men because both women and men‟s reactions depend on specific location and task situations.

Practical implications: Based on these findings, managers will be able to better target ads to specific genders in different locations and situations thus maximizing the relevance of the ads, click through rates and affect cost per thousand impressions.

Originality/value: There has been little research on how men versus women react to location based ads based on their orientation towards different situations at hand. This research illustrates what differences exist in their perceptions of LBA and why.

Keywords: Location-Based Advertising, Mobile Advertising, Gender Targeting, CTR, CPM

Suggested Citation

Banerjee, Syagnik (Sy) and Dholakia, Ruby Roy, Location Based Mobile Advertisements and Gender Targeting (August 23, 2012). Journal of Research in Interactive Marketing, Special Issue on Mobile Marketing and Social Media, 2012, Available at SSRN: https://ssrn.com/abstract=2135148

Syagnik (Sy) Banerjee (Contact Author)

University of Michigan Flint ( email )

303 E. Kearsley Street
Flint, MI 48502
United States

Ruby Roy Dholakia

University of Rhode Island - College of Business Administration ( email )

Kingston, RI 02881
United States

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