Purpose: This study aims to develop an understanding of how customers of a physical retail store valuate receiving location-based mobile phone messages when they are in proximity of the store. It proposes and tests a model relating two benefits (personalization and location congruency) and two...

The interest in teenager oriented social virtual worlds with multiple functions has mushroomed during the past few years. The key challenge social virtual worlds face while attempting to anchor and serve the masses is to reflect the core beliefs of their users. Existing research lacks insight...