Moderating effect of privacy self-efficacy on location-based mobile marketing

Lee, Hyun-Hwa; Hill, Jessica T.

doi:10.1504/ijmc.2013.055747

Cited by 19 publications

(19 citation statements)

References 41 publications

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“…The results underline the pivotal role of goal relevance, as this factor not only moderated the effect of Effects of location-based advertising 29 location congruence on behavior, but also had strong main effects on behavior and perceptions of the ad. Gallego et al 2013 Consumer acceptance Survey Gidofalvi et al 2008 Capacity of the LBA channel Simulation study Hühn et al 2012 Consumer impact Experimental study Junglas et al 2008 Consumer acceptance Survey Lee and Hill 2013 Consumer acceptance Survey Lee et al 2012 Consumer impact Interviews with consumers Lin et al 2013 Consumer acceptance Survey Okazaki 2011…”

Section: Discussionmentioning

confidence: 99%

Investigating the Effects of Location-Based Advertising in the Supermarket: Does Goal Congruence Trump Location Congruence?

Riet

Hühn

Ketelaar

et al. 2016

Journal of Interactive Advertising

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(0)24 361 2342; Fax: +(31) (0)24 361 2372. Effects of location-based advertising 2 AbstractAdvertising professionals have great expectations of Location-Based Advertising (LBA). The present study therefore set out to investigate whether ads that are tailored to consumers' location are indeed more effective than ads that are not. In addition it was investigated whether LBA is particularly likely to be effective when the ad is not only location-congruent, but also relevant to consumers' goals. Therefore, a 2 (location congruence) X 2 (goal relevance) experimental design was employed. These expectations were borne out: the location-congruent ad resulted in more purchases than the location-incongruent ad, but only when the ad was high in goal relevance.These results suggest that it is only profitable for advertisers to send 'local' messages when these messages are relevant.

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Section: Discussionmentioning

confidence: 99%

Investigating the Effects of Location-Based Advertising in the Supermarket: Does Goal Congruence Trump Location Congruence?

Riet

Hühn

Ketelaar

et al. 2016

Journal of Interactive Advertising

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“…While privacy concerns have for a long time been under scrutiny for their influence on users' willingness to share online, a more recent body of research has addressed how users' perceptions of their own privacy skills affect their online behavior (Akhter, 2014;Chen & Chen, 2015; H. H. Lee & Hill, 2013). The construct of "privacy self-efficacy" applies Bandura's (1994) definition of self-efficacy as "people's beliefs about their capabilities to produce designated levels of performance" (p. 71) to the realm of privacy protection behaviors.…”

Section: Privacy Self-efficacymentioning

confidence: 99%

“…On the other hand, Chen and Chen (2015) found support for a positive relationship between privacy self-efficacy and information disclosure, highlighting how self-efficacy moderates the relationship between privacy concerns and the extension of one’s social network (cf. H. H. Lee & Hill, 2013).…”

Section: Literature Reviewmentioning

confidence: 99%

Sharenting, Peer Influence, and Privacy Concerns: A Study on the Instagram-Sharing Behaviors of Parents in the United Kingdom

Ranzini

Newlands

Lutz

2020

Social Media + Society

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Parental sharing of child-related content on social network sites, termed “sharenting,” is often the target of criticism. Yet, through sharenting, parents can find support systems, a way to stay in touch with relevant others, and even an opportunity for additional income. This study contributes to knowledge on antecedents of sharenting. It explores the impact of parents’ privacy concerns on the sharing of child-related content, as well as on their general Instagram sharing. In this study, we differentiate between general and situational privacy. Moreover, we investigate whether parents’ privacy self-efficacy and the support of their peers influence parental sharing practices. Drawing on a rich body of literature on privacy and information sharing, we discuss the results of an online survey distributed among 320 Instagram users who are parents of children younger than 13 and reside in the United Kingdom. We find that parents’ privacy concerns are uncorrelated to sharenting and only situational concerns marginally correlate to parents’ general sharing. Parents’ reported privacy self-efficacy also did not play a role in parents’ sharing of either personal or children-related content. On the contrary, both Instagram sharing and having a network supportive of parental sharenting positively predict sharenting. Our results indicate that (a) neither situational nor general privacy concerns influence parents’ sharenting behavior, and (b) a parent’s supportive network and frequent sharing habits make frequent sharenting more likely.

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“…The concept of self-efficacy has been transferred to the LBA context in terms of privacy self-efficacy (Lee and Hill, 2013;Richard and Meuli, 2013). It represents LBA users' perceptions of their abilities to adjust LBA services (behavior) to reduce the risk of potential privacy invasion (aspired outcomes).…”

Section: Hypothesesmentioning

confidence: 99%

“…Such factors could involve both consumer and brand characteristics. In particular, privacy self-efficacy, or the consumer's judgment of her or his own capabilities to handle data disclosures, appears pertinent (Lee and Hill, 2013;Richard and Meuli, 2013). Brand-related factors, including brand trust, also should be informative for providers seeking to reduce consumers' privacy concerns.…”

Section: Introductionmentioning

confidence: 99%

Increasing consumers’ intention to use location-based advertising

Schade

Piehler

Warwitz

et al. 2018

JPBM

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Purpose This study aims to investigate the influence of advertising value and privacy concerns on consumers’ intention to use location-based advertising. It also explores if brand trust toward location-based advertising providers and consumers’ privacy self-efficacy reduce privacy concerns. Design/methodology/approach Based on the privacy calculus and expectancy theory, a conceptual model is developed and empirically tested through structural equation modeling using cross-sectional data of 1,121 actual smartphone users from Germany. Findings Advertising value positively and privacy concerns negatively affect consumers’ intention to use location-based advertising. As expected, brand trust and consumers’ privacy self-efficacy can reduce consumers’ privacy concerns. Research limitations/implications Further research should test and validate the proposed framework in other cultures to gain insights into the culturally specific relevance of privacy concerns and their antecedents. The current study includes sociodemographics as potential moderators; additional studies could investigate other potential moderators (e.g. personality, values). Practical implications To reduce consumers’ privacy concerns, location-based advertising providers should make their offers transparent and give consumers control, to increase their privacy self-efficacy. They also should work to strengthen their brand, monitor brand trust trends and avoid any trust-damaging behavior. Originality/value This study introduces brand trust toward location-based advertising providers and privacy self-efficacy as factors to reduce consumers’ privacy concerns. It also encompasses a broader, general sample of consumers, which increases the generalizability and practical relevance of the results and supports an initial investigation of sociodemographic factors as potential moderators in this context.

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Moderating effect of privacy self-efficacy on location-based mobile marketing

Cited by 19 publications

References 41 publications

Investigating the Effects of Location-Based Advertising in the Supermarket: Does Goal Congruence Trump Location Congruence?

Investigating the Effects of Location-Based Advertising in the Supermarket: Does Goal Congruence Trump Location Congruence?

Sharenting, Peer Influence, and Privacy Concerns: A Study on the Instagram-Sharing Behaviors of Parents in the United Kingdom

Increasing consumers’ intention to use location-based advertising

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