چارچوب تعادل قدرت و مسئولیت برای عدالت: درک نگرانی های حریم خصوصی ضمنی مصرف کنندگان برای خدمات  مبتنی بر مکان  A power-responsibility equilibrium framework for fairness: Understanding consumers’ implicit privacy  concerns for location-based services

1. Introduction Imagine receiving a text or mobile alert from a government agency or contractor, such as an Amber alert or an emergency highway closure, because of your physical location or, more accurately, the location of your cell phone. Location-based services are technologies that involve data, such as navigation, tracking, and information services (Beinat, 2001). In general, these services and applications are a financial stronghold in the mobile commerce revolution. In 2014, location-based services generated approximately $12.2 billion in worldwide revenue according to a white paper by Jupiter Research (Parker, 2014). The white paper projects that the revenue from these services will be $75 billion (Statista, 2016). This is a substantial spike in the market and indicates that marketing needs research with a basis in theory to help the industry understand the consumers’ perspective on any policy that affects location-based services. The power differential between governments and consumers is an important context to study because of the prevalence of governmentinitiated policy. The recent research examines the effects of government privacy policies on consumers’ concerns and behaviors toward risk (Miltgen & Smith, 2015). However, the literature has yet to address the effects, if any, of understanding the saliency of these issues in relation to specific non-privacy policies. For example, many states use automatic toll payments for bridges and roads to reduce traffic congestion (IBTTA, 2015) as well as 311 apps for non-urgent citizen concerns (Adler, 2016). The government policies related to these examples are not specific to privacy per se, but rather are specific location-based services in the form of automatic payments and communications. Governments or businesses are power holders, especially when they hold customers’ information, such as their location (Lwin, Wirtz, & Williams, 2007). Consumers must feel comfortable with how mobile providers use the location information that they generate. Before businesses or government organizations adopt a platform that uses the intended recipient’s physical location, they must understand the consumers’ perspectives on privacy and fairness. Location-based services offer benefits to the consumer, such as targeted, relevant, and timely advertisements (Schumann, von Wangenheim, & Groene, 2014); however, disclosure of a consumer’s location involves privacy concerns (Abbas, Michael, & Michael, 2014). Since the consumer is a moving target that receives specific messages because of his or her location, privacy issues continue to escalate. A consumer’s response to mobile marketing and geographic targeting is relatively new territory for marketing scholars; most of the attention on this topic focuses on firms who use mobile marketing initiatives. Given the importance of consumers’ privacy concerns, a need exists to address marketing questions relating to privacy and how to effectively communicate and enhance privacy practices. Specifically, governmental organizations must understand how to communicate privacy practices with an appropriate balance so that concerns about information privacy achieve prominence