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https://ah.lib.nccu.edu.tw/handle/140.119/110598
題名: | Developing emerging location-based mobile advertising in Singapore: A socio-technical perspective | 作者: | 林翠絹 Lin, T. T. C. |
貢獻者: | 廣電系 | 關鍵詞: | LBA;Location-based advertising;Mobile advertising;Socio-technical framework | 日期: | Feb-2016 | 上傳時間: | 29-Jun-2017 | 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 | 資料類型: | article | DOI: | http://dx.doi.org/10.1016/j.techfore.2015.06.002 |
Appears in Collections: | 期刊論文 |
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334-349.pdf | 704.63 kB | Adobe PDF2 | View/Open |
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