Exploring the Key Factors that Influence Consumer Acceptance of Location-Based Marketing: A UK and Republic of Ireland Study.

Paige Jamison; Elaine Ramsey

Exploring the Key Factors that Influence Consumer Acceptance of Location-Based Marketing: A UK and Republic of Ireland Study.

Paige Jamison
, Elaine Ramsey

Research output: Contribution to conference › Paper › peer-review

173 Downloads (Pure)

Abstract

This study explores the factors influencing consumer acceptance of Location-Based Marketing (LBM) in the UK and ROI, addressing significant gaps in existing research. By using factor analysis, it identifies perceived benefits, trust, and privacy concerns as key determinants of acceptance. Despite the rapid growth of LBM and the UK's dominant market share, consumer perceptions remain underexplored, making this research a crucial contribution to understanding and optimising LBM strategies in the region.

Original language	English
Pages	111-112
Number of pages	2
Publication status	Published online - 8 Jul 2025
Event	Academy of Marketing Conference: Saints and Scholars - University College Cork , Cork , Ireland Duration: 8 Jul 2025 → 10 Jul 2025 Conference number: 57 https://academyofmarketing.org/am2025-conference/

Conference

Conference	Academy of Marketing Conference
Abbreviated title	AM 2025
Country/Territory	Ireland
City	Cork
Period	8/07/25 → 10/07/25
Internet address	https://academyofmarketing.org/am2025-conference/

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

SDG 8 Decent Work and Economic Growth
SDG 9 Industry, Innovation, and Infrastructure
SDG 12 Responsible Consumption and Production

Keywords

Marketing
Location-Based Marketing
Geo-fencing
Consumer Behaviour
Quantitative
Factor Analysis
Location-Based Advertising

Access to Document

Proceedings of the 57th Academy of Marketing Conference Cork 2025Final published version, 1.65 MB

Cite this

@conference{e2bfaceec8e341de91c32e732d2fbdf1,

title = "Exploring the Key Factors that Influence Consumer Acceptance of Location-Based Marketing: A UK and Republic of Ireland Study.",

abstract = "This study explores the factors influencing consumer acceptance of Location-Based Marketing (LBM) in the UK and ROI, addressing significant gaps in existing research. By using factor analysis, it identifies perceived benefits, trust, and privacy concerns as key determinants of acceptance. Despite the rapid growth of LBM and the UK's dominant market share, consumer perceptions remain underexplored, making this research a crucial contribution to understanding and optimising LBM strategies in the region.",

keywords = "Marketing, Location-Based Marketing, Geo-fencing, Consumer Behaviour, Quantitative, Factor Analysis, Location-Based Advertising",

author = "Paige Jamison and Elaine Ramsey",

year = "2025",

month = jul,

day = "8",

language = "English",

pages = "111--112",

note = "Academy of Marketing Conference : Saints and Scholars , AM 2025 ; Conference date: 08-07-2025 Through 10-07-2025",

url = "https://academyofmarketing.org/am2025-conference/",

}

TY - CONF

T1 - Exploring the Key Factors that Influence Consumer Acceptance of Location-Based Marketing: A UK and Republic of Ireland Study.

AU - Jamison, Paige

AU - Ramsey, Elaine

N1 - Conference code: 57

PY - 2025/7/8

Y1 - 2025/7/8

N2 - This study explores the factors influencing consumer acceptance of Location-Based Marketing (LBM) in the UK and ROI, addressing significant gaps in existing research. By using factor analysis, it identifies perceived benefits, trust, and privacy concerns as key determinants of acceptance. Despite the rapid growth of LBM and the UK's dominant market share, consumer perceptions remain underexplored, making this research a crucial contribution to understanding and optimising LBM strategies in the region.

AB - This study explores the factors influencing consumer acceptance of Location-Based Marketing (LBM) in the UK and ROI, addressing significant gaps in existing research. By using factor analysis, it identifies perceived benefits, trust, and privacy concerns as key determinants of acceptance. Despite the rapid growth of LBM and the UK's dominant market share, consumer perceptions remain underexplored, making this research a crucial contribution to understanding and optimising LBM strategies in the region.

KW - Marketing

KW - Location-Based Marketing

KW - Geo-fencing

KW - Consumer Behaviour

KW - Quantitative

KW - Factor Analysis

KW - Location-Based Advertising

UR - https://pure.ulster.ac.uk/en/publications/e2bfacee-c8e3-41de-91c3-2e732d2fbdf1

M3 - Paper

SP - 111

EP - 112

T2 - Academy of Marketing Conference

Y2 - 8 July 2025 through 10 July 2025

ER -

Exploring the Key Factors that Influence Consumer Acceptance of Location-Based Marketing: A UK and Republic of Ireland Study.

Abstract

Conference

UN SDGs

Keywords

Access to Document

Other files and links

Fingerprint

Academy of Marketing Conference

An investigation into the factors that influence the uptake and use of location-based mobile marketing amongst UK and ROI customers

Cite this

Exploring the Key Factors that Influence Consumer Acceptance of Location-Based Marketing: A UK and Republic of Ireland Study.

Abstract

Conference

UN SDGs

Keywords

Access to Document

Other files and links

Fingerprint

Activities

Academy of Marketing Conference

Student theses

An investigation into the factors that influence the uptake and use of location-based mobile marketing amongst UK and ROI customers

Cite this