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Location-Aware Mobile Media and Advertising: A Chinese Case

Location-Aware Mobile Media and Advertising: A Chinese Case

Mei Wu, Qi Yao
Copyright: © 2014 |Pages: 17
ISBN13: 9781466661660|ISBN10: 1466661666|EISBN13: 9781466661677
DOI: 10.4018/978-1-4666-6166-0.ch013
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MLA

Wu, Mei, and Qi Yao. "Location-Aware Mobile Media and Advertising: A Chinese Case." Interdisciplinary Mobile Media and Communications: Social, Political, and Economic Implications, edited by Xiaoge Xu, IGI Global, 2014, pp. 228-244. https://doi.org/10.4018/978-1-4666-6166-0.ch013

APA

Wu, M. & Yao, Q. (2014). Location-Aware Mobile Media and Advertising: A Chinese Case. In X. Xu (Ed.), Interdisciplinary Mobile Media and Communications: Social, Political, and Economic Implications (pp. 228-244). IGI Global. https://doi.org/10.4018/978-1-4666-6166-0.ch013

Chicago

Wu, Mei, and Qi Yao. "Location-Aware Mobile Media and Advertising: A Chinese Case." In Interdisciplinary Mobile Media and Communications: Social, Political, and Economic Implications, edited by Xiaoge Xu, 228-244. Hershey, PA: IGI Global, 2014. https://doi.org/10.4018/978-1-4666-6166-0.ch013

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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.

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