the mobile phone is an incredibly personal tool. however, as darling (2007) pointed out, “the fact that mobile device is so personal can be both a strength and a weakness”. on one hand, marketers can entertain, inform, build brand awareness, create loyalty, and drive purchase decision among their target consumers through lba. on the other hand, consumer privacy is still a concern. therefore, the establishment of a well thought-out consumer privacy and preference management policy is critical to the long-term success of lba. marketers should inform their consumers on how their information is to be stored, secured, and used or combined with other purposes of marketing. if lba can assist people in their everyday life, they will be more than happy to reveal their location. to conclude, in order to ensure continue success and long-term longevity of lba, consumer trust must be established and maintained. lba needs to be permission-based and marketers must take great strides in protecting customers' privacy and respecting their preferences. in "international journal of mobile marketing", banerjee and dholakia (2008) found that the response to lba depends not only on the type of location but also the kind of activity the individual is engaged in. they are more likely to prefer lba in public places and during leisure time.