Acceptance of Location-Based Advertising by Young Consumers: A Stimulus-Organism-Response (S-O-R) Model Perspective

Abstract

This study examines the influence of Permission, Trust, Relevance, and Context factors on the acceptance of location-based advertising in India using the Stimuli-Organism-Response (S-O-R) model. The survey responses (N=459) are collected in India using simulated situations. The analysis indicates that newer concepts relating to Permission and Trust are of low priority, but Relevance and Context play a significant role in the acceptance. The implications of the findings for retailers and other professionals are discussed.