In the sample, social science experiments with users are mainly chosen for investigating the effectiveness of LBA (4 publications). This type of experiment is also the approach of choice in 2 publications on privacy issues with respect to location sharing, for researching user acceptance of adapted advertisements from the perspective of consumers in one publication, and for evaluating presentation styles in one publication. Typically, the experimenters provided participants with mobile devices and sent advertising messages to these devices; the participants’ reactions were either directly observed or the participants were asked for a self-assessment via questionnaire.