Purpose: The purpose of this research is to investigate consumers’ attitudes toward and acceptance of the use of geolocation in mobile marketing.
Methodology: The researcher adopted a survey strategy. A quantitative method was used to determine how the theories are applied in practice.
Findings: The conclusion made in this dissertation is that consumers are concerned about their privacy and do not want to experience an irrelevant or excessive marketing. However, they would accept this tool if they know they could control their information, and receive relevant, personalized and exclusive content in return.
Keywords: Location-based marketing, Consumers, Perception, Reaction, Acceptance
Research type: Dissertation, part of the Bachelor Degree of Business in Marketing in DBS.