4.2.2 Types of technologies in delivering location-based advertisingOur analysis revealed that 16 publications investigated LBA with having sent SMS or MMS notifications. Thereby, Unni and Harmon (2007) specifically analyze the differences between SMS as a push or pull medium. Eleven publications analyzed a within-app advertisement, whereby 8 of them applied a design-oriented approach and the other 3 chose a computational experimental setting. Eight publications investigate LBA ope rationalized as display advertising; 3 publications use a social science experiment setting, one a computational experimental analysis, and 4 publications take a design-oriented approach. Furthermore, 5 publications investigated LBA within social networks. Other types of technologies in delivering LBA were investigated in rare cases in the sample, whereby the design-oriented approach is the primary method used in these publications. Figure 2 visualizes the number of publications per type of technology and applied research methodology.