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Using privacy calculus theory to explore entrepreneurial directions in mobile location-based advertising: Identifying intrusiveness as the critical risk factor

Anabel Gutierrez, Simon O'Leary, Nripendra Rana Orcid Logo, Yogesh Dwivedi Orcid Logo, Tatiana Calle

Computers in Human Behavior, Volume: 95, Pages: 295 - 306

Swansea University Authors: Nripendra Rana Orcid Logo, Yogesh Dwivedi Orcid Logo

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Published in: Computers in Human Behavior
ISSN: 0747-5632
Published: Elsevier BV 2019
Online Access: Check full text

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Keywords: Mobile location-based advertising (MLBA); Privacy calculus theory (PCT); Internet privacy concerns (IPC); Intrusiveness; Personalisation; Monetary rewards; General data protection regulation (GDPR)
College: Faculty of Humanities and Social Sciences
Start Page: 295
End Page: 306