another major concern for lba is spam; consumers can easily perceive lba as spam if it is done inappropriately. according to fuller (2005), spam is defined as “any unsolicited marketing message sent via electronic mail or to a mobile phone”. in short, spam is an unwanted message that is delivered even though a user has not requested for it. since the customer is in control and all activities are voluntary, customers' objective, goals, and emotions must be taken into account. a recent survey showed that users spend only 8 to 10 seconds on mobile advertisements. therefore, the interaction must be straightforward and simple. marketers must also develop relevant and engaging advertising content that mobile users want to access at the right place and time. more importantly, marketers must make sure that their offer contains real value for the customer, and must follow strict opt-in policies. the best way for marketers to distance from spam is to give consumers choice, control, and confidentiality while insuring that they only received relevant information.