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Publicação
Location-based Marketing: the academic framework
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| 2.9 MB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
Over the last several years one could observe revolution in location-based
technologies and geospatial information. Location awareness of mobile devices
resulted in development of Location-Based Services (LBS) that are realization of that
revolution in the most personal and contextual way. The ability to reach consumers
in the highly targeted manner based on spatio-temporal criteria, attracted marketers
from the early beginning of LBS creating field called Location-Based Marketing.
Today decreasing prices of smartphones and wireless internet, as well as integration
of location-aware mobile solutions and social media is leading to new possibilities
and opportunities. The academic and professional interests of the author made him noticed that
although the industry has challenged a significant development, there is lack of
publications that would put an academic framework on that progress. The research
has fulfilled this gap by extensive investigation of the current state of the art of
Location-Based Marketing and its foundations - Location Based Services.
The dissertation provides academic framework by comprehensive analysis of the
Location-Based Marketing from LBS and marketing perspective. Further the thesis is
addressing the issue of significant discrepancy between theoretical concepts of
measurable Location-Based Social Media data and the actual data than can be legally
accessed and used for marketing analysis purposes by investigation a case study of
Location-Based Social Network - Foursqaure and Location-Based Analytics platform
VenueLabs.
Descrição
Dissertation submitted in partial fulfillment of the requirements for the Degree of Master of Science in Geospatial Technologies.
Palavras-chave
Location-Based Marketing Location-Based Advertising Location-Based Services Location-Based Content Location-Based Social Networks Location-Based Social Media