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With the proliferation of mobile technologies many firms have started using the mobile channel to advertise their products. To reduce the amount of irrelevant broadcast, location-based mobile services are employed to attract users' attention to relevant mobile content. Compared with web-based applications, location-based mobile services can achieve a higher degree of personalization than web-based personalization due to the fact that mobile devices are carried by individuals anywhere and anytime. However, it also leads to higher concerns for privacy.
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