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The emergence of mobile communication and positioning technologies has presented advertisers and marketers with a radically innovative advertising channel: Location-Based Advertising (LBA). Despite the growing attention given to LBA, little is understood about the differential effects of text and multimedia advertising formats on the mobile consumer perceptions and behaviours. This exploratory study empirically examines the effects of multimedia advertisements vis-à-vis text-based advertisements on consumer perceptions and behaviours in a simulated LBA environment. A structural model was formulated to test their effects on consumer perceptions of entertainment, informativeness and irritation. Results show that multimedia LBA messages lead to more favourable attitude, increase the intention to use the LBA application, and have significant impact on purchase intention. Furthermore, this study indicates the role of multimedia as a double-edged sword: on the one hand, it suggests that multimedia impose a higher level of irritation; on the other hand, it suggests that multimedia enhance the informativeness and entertainment value of LBA. Implications for theory and practice are discussed.

retailing firms operating in a hypercompetitive environment are increasingly leveraging a hybrid commerce strategy to reach their customers through both physical and virtual channels. this study seeks to better understand the aspects of physical and virtual retail channels that can be integrated to create value for consumers. the role of consumers in co-creating value is examined in a hybrid commerce service-delivery system. the study draws on the theoretical foundations of value co-production as well as the customer contact model to develop a set of hybrid process metrics. A structural model is then advanced to examine the relationships between these processes and consumer value. survey data from 300 consumers assessing hybrid commerce stores were used to empirically test this value co-creation model. results demonstrate that the integration of promotion information, product and pricing information, and transaction information enhances information quality, while the integration of information access, order fulfillment, and customer service increases service convenience. Overall, the metrics developed and the structural model results offer a better understanding of the design of an effective value-creating hybrid commerce service-delivery system.

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