Examining the Effects of Location-Based Advertising on Consumer Attitudes and Purchasing Intentions

Abstract

Purpose- The aim of this study is to examine the effects of location-based is to examine the effects advertising on consumer attitudes and purchasing intentions. Therefore, the study is based on the scale of Bruner and Kumar's (2007) attitude towards Location-Based Advertising. The attitude towards Location-Based Advertising scale developed by Bruner and Kumar (2007) has been re-examined in this study. Design/ methodology/ approach - The main mass of the study consists of consumers who use smart phone in Turkey. Convenience sampling method has been used in the study. Data were collected electronically through the questionnaire and analyzed using the IBM SPSS 20. Finding- According to attitudes towards location-based ads.the results of the research, it was determined that gadget lover had a meaningful effect on attitude towards location-based advertising. On the other hand the results of the analysis revealed that technology opinion leadership, materialism and pessimism had no effect on attitude towards location-based advertising. In addition to this, it was determined attitude towards location-based advertising has a possitive effect on the intention to purchase and there was no significant differences on gender. Discussion- The result of the research, it was determined that the dimensions of the model developed by Bruner and Kumar (2007) for location-based advertising were different and just gadget lover contributed to the model. It can be said that we should separate location-based ads from other types of ads and focus on more different variables that determine.