Keywords: Location-based advertising
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Journal Articles
Journal of Service Theory and Practice (2024) 34 (2): 216–241.
Published: 16 February 2024
...Chih-Hui Shieh; I-Ling Ling; Yi-Fen Liu Purpose As a smart service, location-based advertising (LBA) integrates advanced technologies to deliver personalized messages based on a user’s real-time geographic location and needs. However, research has shown that privacy concerns threaten the diffusion...

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