UM  > Faculty of Social Sciences
Location-Aware Mobile Media and Advertising: A Chinese Case
Mei Wu; Qi Yao
Source PublicationInterdisciplinary Mobile Media and Communications: Social, Political, and Economic Implications
Author of SourceXiaoge Xu
Publication PlaceUnited States of America
PublisherIGI Global


Location-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.

Fulltext Access
Citation statistics
Document TypeBook chapter
CollectionFaculty of Social Sciences
AffiliationUniversity of Macau
First Author AffilicationUniversity of Macau
Recommended Citation
GB/T 7714
Mei Wu,Qi Yao. Location-Aware Mobile Media and Advertising: A Chinese Case[M]. 1. United States of America:IGI Global,2014:228-244.
Files in This Item:
There are no files associated with this item.
Related Services
Recommend this item
Usage statistics
Export to Endnote
Google Scholar
Similar articles in Google Scholar
[Mei Wu]'s Articles
[Qi Yao]'s Articles
Baidu academic
Similar articles in Baidu academic
[Mei Wu]'s Articles
[Qi Yao]'s Articles
Bing Scholar
Similar articles in Bing Scholar
[Mei Wu]'s Articles
[Qi Yao]'s Articles
Terms of Use
No data!
Social Bookmark/Share
All comments (0)
No comment.

Items in the repository are protected by copyright, with all rights reserved, unless otherwise indicated.