Challenges and business models for mobile location-based services and advertising

By S. Dhar, Upkar Varshney. Communications of the ACM, 2011

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Location based services: ongoing evolution and research agenda (2018, background): “In addition to these social, ethical, and legal issues, researchers have also explored the business issues in LBS (Dhar and Varshney 2011).”
Customer knowledge management via social media: the case of Starbucks (2013, background): “Third, location-aware mobile services (LMS) are social media services that allow users to check in online at real world locations and receive context-sensitive information based on their locations (Dhar and Varshney, 2011).”
Dynamics of information diffusion and its applications on complex networks (2016, background): “Particularly, either cellular towers or GPS allows locating of the device,whichprovide rich contextual information on the environment and facilitatemany location based services [33], such as advertising [34], recommendation [35], location-based social networking [34], navigation [36], etc.”
Setting the future of digital and social media marketing research: Perspectives and research propositions (2020, background): “Thus, the ads become individualized with the instant, personalized and location speciic features that can cater to the speciic needs of the ad recipients (Bruner & Kumar, 2007; Dhar & Varshney, 2011).”