Location-based Marketing: the academic framework

Aleksander Buczkowski, Miguel de Castro Neto (Advisor), Michael Gould (Advisor), Christian Kray (Advisor)

Research output: ThesisMaster's Thesis


Over the last several years one could observe revolution in location-based technologies and geospatial information. Location awareness of mobile devices resulted in development of Location-Based Services (LBS) that are realization of that revolution in the most personal and contextual way. The ability to reach consumers in the highly targeted manner based on spatio-temporal criteria, attracted marketers from the early beginning of LBS creating field called Location-Based Marketing. Today decreasing prices of smartphones and wireless internet, as well as integration of location-aware mobile solutions and social media is leading to new possibilities and opportunities. The academic and professional interests of the author made him noticed that although the industry has challenged a significant development, there is lack of publications that would put an academic framework on that progress. The research has fulfilled this gap by extensive investigation of the current state of the art of Location-Based Marketing and its foundations - Location Based Services. The dissertation provides academic framework by comprehensive analysis of the Location-Based Marketing from LBS and marketing perspective. Further the thesis is addressing the issue of significant discrepancy between theoretical concepts of measurable Location-Based Social Media data and the actual data than can be legally accessed and used for marketing analysis purposes by investigation a case study of Location-Based Social Network - Foursqaure and Location-Based Analytics platform VenueLabs.
Original languageEnglish
QualificationMaster of Science
Awarding Institution
  • NOVA Information Management School (NOVA IMS)
  • Neto, Miguel de Castro, Supervisor
  • Gould, Michael, Supervisor, External person
  • Kray, Christian, Supervisor, External person
Award date1 Mar 2012
Publication statusPublished - 1 Mar 2012


  • Location-Based Marketing
  • Location-Based Advertising
  • Location-Based Services
  • Location-Based Content
  • Location-Based Social Networks
  • Location-Based Social Media


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