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The impact of cultural customization and locational congruity on attitude toward location-based advertising

Online Location-Based Advertising (LBA) is rapidly growing. Due to the widespread use of location-based advertising, it is necessary to determine the elements that impact attitudes about online LBA. The present study investigates the effects of cultural customization and locational congruity on atti...

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Main Authors:	Tee, Poh Kiong, Lim, Kim Yew, Sam, Toong Hai, Tan, Owee Kowang, Aleksandra, Frolova, Vasudevan, Asokan, Xue, Ruiteng
Format:	Article
Language:	English
Published:	Res Militaris 2023
Subjects:	HD Industries. Land use. Labor
Online Access:	http://eprints.utm.my/108631/1/TanOweeKowang2023_TheImpactofCulturalCustomizationandLocational.pdf http://eprints.utm.my/108631/ https://resmilitaris.net/issue-content/the-impact-of-cultural-customization-and-locational-congruity-on-attitude-toward-location-based-advertising-1577
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id	my.utm.108631
record_format	eprints
spelling	my.utm.1086312024-11-24T06:55:14Z http://eprints.utm.my/108631/ The impact of cultural customization and locational congruity on attitude toward location-based advertising Tee, Poh Kiong Lim, Kim Yew Sam, Toong Hai Tan, Owee Kowang Aleksandra, Frolova Vasudevan, Asokan Xue, Ruiteng HD Industries. Land use. Labor Online Location-Based Advertising (LBA) is rapidly growing. Due to the widespread use of location-based advertising, it is necessary to determine the elements that impact attitudes about online LBA. The present study investigates the effects of cultural customization and locational congruity on attitudes towards online location-based advertising under settings of high and low product engagement. The survey was performed using convenience sampling among 212 Millennials (Generation Y) in Malaysia's Klang Valley. To examine their opinion about online LBA, two sets of questionnaires containing high-involved and low-involved product advertisements were provided. SPSS v25 was used to analyse the data collected. The study found that cultural customization and locational congruity have significant and beneficial influence on attitudes about online location-based advertising for both high-involved and low involved products. It has been revealed that cultural customization has a higher influence on attitude toward online LBA under low involvement settings, but locational congruity has a higher impact on attitude toward online location-based advertising under low involvement situations. Res Militaris 2023 Article PeerReviewed application/pdf en http://eprints.utm.my/108631/1/TanOweeKowang2023_TheImpactofCulturalCustomizationandLocational.pdf Tee, Poh Kiong and Lim, Kim Yew and Sam, Toong Hai and Tan, Owee Kowang and Aleksandra, Frolova and Vasudevan, Asokan and Xue, Ruiteng (2023) The impact of cultural customization and locational congruity on attitude toward location-based advertising. Res Militaris, 13 (2). pp. 1841-1851. ISSN 2265-6294 https://resmilitaris.net/issue-content/the-impact-of-cultural-customization-and-locational-congruity-on-attitude-toward-location-based-advertising-1577 NA
institution	Universiti Teknologi Malaysia
building	UTM Library
collection	Institutional Repository
continent	Asia
country	Malaysia
content_provider	Universiti Teknologi Malaysia
content_source	UTM Institutional Repository
url_provider	http://eprints.utm.my/
language	English
topic	HD Industries. Land use. Labor
spellingShingle	HD Industries. Land use. Labor Tee, Poh Kiong Lim, Kim Yew Sam, Toong Hai Tan, Owee Kowang Aleksandra, Frolova Vasudevan, Asokan Xue, Ruiteng The impact of cultural customization and locational congruity on attitude toward location-based advertising
description	Online Location-Based Advertising (LBA) is rapidly growing. Due to the widespread use of location-based advertising, it is necessary to determine the elements that impact attitudes about online LBA. The present study investigates the effects of cultural customization and locational congruity on attitudes towards online location-based advertising under settings of high and low product engagement. The survey was performed using convenience sampling among 212 Millennials (Generation Y) in Malaysia's Klang Valley. To examine their opinion about online LBA, two sets of questionnaires containing high-involved and low-involved product advertisements were provided. SPSS v25 was used to analyse the data collected. The study found that cultural customization and locational congruity have significant and beneficial influence on attitudes about online location-based advertising for both high-involved and low involved products. It has been revealed that cultural customization has a higher influence on attitude toward online LBA under low involvement settings, but locational congruity has a higher impact on attitude toward online location-based advertising under low involvement situations.
format	Article
author	Tee, Poh Kiong Lim, Kim Yew Sam, Toong Hai Tan, Owee Kowang Aleksandra, Frolova Vasudevan, Asokan Xue, Ruiteng
author_facet	Tee, Poh Kiong Lim, Kim Yew Sam, Toong Hai Tan, Owee Kowang Aleksandra, Frolova Vasudevan, Asokan Xue, Ruiteng
author_sort	Tee, Poh Kiong
title	The impact of cultural customization and locational congruity on attitude toward location-based advertising
title_short	The impact of cultural customization and locational congruity on attitude toward location-based advertising
title_full	The impact of cultural customization and locational congruity on attitude toward location-based advertising
title_fullStr	The impact of cultural customization and locational congruity on attitude toward location-based advertising
title_full_unstemmed	The impact of cultural customization and locational congruity on attitude toward location-based advertising
title_sort	impact of cultural customization and locational congruity on attitude toward location-based advertising
publisher	Res Militaris
publishDate	2023
url	http://eprints.utm.my/108631/1/TanOweeKowang2023_TheImpactofCulturalCustomizationandLocational.pdf http://eprints.utm.my/108631/ https://resmilitaris.net/issue-content/the-impact-of-cultural-customization-and-locational-congruity-on-attitude-toward-location-based-advertising-1577
_version_	1817841622974464000
score	13.223943

The impact of cultural customization and locational congruity on attitude toward location-based advertising

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