Mobile Phone Location-Based Advertising (MLBA): Emergence, premises and future research agenda

The exponential rise in smartphone usage globally has spurred marketers to explore novel advertising strategies. One such innovative approach is mobile phone location-based advertising (MLBA), which allows for precise consumer targeting based on geographical proximity. This study delves into the intricacies of MLBA as a cutting-edge advertising tool, examines its origins, and principles, and outlines future research directions. Positioned at the intersection of information technology and marketing, this interdisciplinary topic warrants comprehensive analysis to advance the field. Through a meticulous review of the literature, this paper offers valuable insights into the efficacy of MLBA and its implications for both theory and practice in promotional efforts. Identifying key research gaps, lays the groundwork for future studies, facilitating a deeper understanding of MLBA's potential as a marketing tool. The findings underscore the importance of systematically evaluating the concept and its components, providing marketers and researchers with a concise yet comprehensive framework for guiding future research endeavors.