UM  > Faculty of Social Sciences
Location-Aware Mobile Media and Advertising: A Chinese Case
Mei Wu; Qi Yao
2014
Source PublicationInterdisciplinary Mobile Media and Communications: Social, Political, and Economic Implications
Author of SourceXiaoge Xu
Publication PlaceUnited States of America
PublisherIGI Global
Pages228-244
Abstract

 

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.

DOI10.4018/978-1-4666-6166-0.ch013
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Document TypeBook chapter
Version1
CollectionFaculty of Social Sciences
DEPARTMENT OF COMMUNICATION
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.
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