This study examines factors affecting mobile consumers' perceived advertising value of latest location-based mobile advertising (LBA) and its relationship with user responses. The national web survey recruits 605 respondents who fit demographic quotas of mobile consumers in Singapore. PLS (Partial Least Squares) results show that privacy concerns have a stronger negative effect on perceived LBA value than perceived sacrifice, while perceived utility, utilizing contextual information, and trust positively predict it.Perceived LBA value is positively associated with consumer responses to purchasing advertised brands, followed by searching for brand information and passing LBA to others.Implications for mobile advertising theories and practices are discussed.

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Technological determinism (TD) has been critiqued as reductionist, ahistorical, and simplistic. This article, however, presents its complexity by showing four of its typologies according to the axes of objective/subjective dimensions and regulation/radical change sociologies based on Burrell and Morgan’s Four paradigms for the analysis of social theory. Through a survey of the literature and theoretical arguments about new media and their possible consequences on political, economic, and cultural systems, the article shows how TD and social determinism constitute a continuum, rather than a dichotomy, of theories about the relationship of technology and society. It recommends the revisiting of Burrell and Morgan’s concepts and their utility in organizing other communication theories.