(2) Empirical research on the effectiveness of LBA: Empirical research, in particular social science experiments, are needed to fill the gap on the question about the effectiveness of LBA on mobile devices, especially with respect to brand recognition, brand recall, and purchase behavior. Empirical and experimental research could provide valuable evidence in the field of LBA. Only few studies exist in this field, although this is a major question to be answered: Is LBA on mobile devices a viable alternative to other advertising types? In this research thread it is also important to take cultural differences into account. Acceptance and effects of LBA may vary among different cultures and/or regions; for example, privacy awareness is of greater significance on a broad basis in Europe compared to privacy awareness and jurisdiction in the United States.