Using privacy calculus theory to explore entrepreneurial directions in mobile location-based advertising: Identifying intrusiveness as the critical risk factor
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Publication date
2019-06Keyword
Mobile location-based advertising (MLBA)Privacy calculus theory (PCT)
Internet privacy concerns (IPC)
Intrusiveness
Personalisation
Monetary rewards
General data protection regulation (GDPR)
Rights
© 2018 Elsevier Ltd. All rights reserved. Reproduced in accordance with the publisher's self-archiving policy. This manuscript version is made available under the CC-BY-NC-ND 4.0 license.Peer-Reviewed
Yes