Location-aware mobile media and advertising: A Chinese case
Wu,Mei1; Yao,Qi2
AbstractLocation-Based Services (LBS) that are combined with ubiquitous smartphones usher in a new form of information propagation: Location-Based Advertising (LBA). Modern technologies enable mobile devices to generate and update location information automatically, which facilitates marketers to launch various types of location-aware advertising and promotional services to users who are in the vicinity. This chapter conceptualizes location-aware mobile communication as the locative and mobile media with a McLuhan's notion of retrieve of "locality" in the "networked" space of information flows, and examines the current dilemma faced by LBA in China through a case study. It first defines location-aware mobile technologies and influences such media afford for location-aware advertising and information propagation. It then provides an overview of the development of LBS and LBA in China. A case study of the LBA app "SBK" further offers a detailed examination how new models of advertising are developed with the technical affordances of location awareness, sociability, and spatiality. The chapter concludes with a discussion on the constraints and potential of LBA in China.
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Document TypeBook
CollectionUniversity of Macau
Corresponding AuthorWu,Mei
Affiliation1.Department of CommunicationFaculty of Social SciencesUniversity of Macau,China
2.Department of CommunicationUniversity of Macau,Macau SAR,China
First Author AffilicationFaculty of Social Sciences
Recommended Citation
GB/T 7714
Wu,Mei,Yao,Qi. Location-aware mobile media and advertising: A Chinese case[M],2017.
APA Wu,Mei,&Yao,Qi.(2017).Location-aware mobile media and advertising: A Chinese case. .
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