April 24, 2026
(*) Location-Based Marketing
AWING is proud to be recognized as a real-world proof point for the effectiveness of location-based marketing (LBM) in Vietnam through the research paper “Consumer Acceptance and Behavioral Responses to Location-Based Marketing: Evidence in Vietnam”, officially presented at the ASEAN International Sandbox Conference (AISC) 2026 - one of the region’s most prestigious academic forums for innovation and technology.
The study explores consumer acceptance and behavioral responses to LBM delivered through Wi-Fi systems at consumer touchpoints. It represents a meaningful collaboration between researchers from VNU University of Economics and Business, Vietnam National University, Hanoi, and Mr. Nguyen Tien Dzung, Chairman of AWING, creating a strong bridge between academic theory and business practice.
The objectivity and credibility of the research were reinforced by data collected by NielsenIQ, one of the world’s leading market research organizations. The study surveyed 4,344 Wi-Fi users across AWING Network locations in major cities throughout Vietnam.
The findings reveal that perceived value and personalization significantly increase user acceptance of Wi-Fi-based advertising. In contrast, concerns about data privacy negatively affect user attitudes; however, this impact is less significant among frequent Wi-Fi users and those willing to share personal information when clear benefits are provided.
The research also confirms that acceptance of LBM plays a critical mediating role in driving key business outcomes, including brand engagement, purchase intention, and store revisit behavior.
Key Highlights:
Strong positive perception: 76% of users expressed positive attitudes toward Wi-Fi advertising, while 84% were willing to engage with advertising content.
Action-driven engagement: More than 70% of users searched for additional product or brand information after exposure to advertising on the platform.
Data trust and transparency: 71% of users were willing to share personal information such as phone numbers or email addresses when they clearly understood the value exchange.
(Source: NielsenIQ Survey on AWING Platform, 2025)
Three key factors explain why users respond positively to AWING’s advertising model:
A Clear Value Exchange Model: Users do not perceive the advertising experience as intrusive because they clearly understand the exchange: watching advertising content in return for free, high-quality internet access. This transparent and voluntary value exchange creates acceptance rather than resistance.
The Power of Context: Advertising reaches consumers precisely when they are physically present at high-intent locations such as cafés, restaurants, shopping malls, and supermarkets. This significantly shortens the journey from awareness to action, increases message relevance, and drives stronger purchase consideration and product discovery.
Transparency and a Safer Connection Environment: By maintaining transparency in the value exchange mechanism and protecting user privacy, AWING leverages contextual intelligence at physical access points rather than relying heavily on sensitive personal data collection. This creates a safer marketing environment and establishes a sustainable balance between marketing performance and consumer trust.
The publication of this research at AISC 2026 - an international conference focused on innovation across ASEAN - not only validates the academic rigor of the study but also demonstrates the sustainability and scalability of AWING’s business model.
From Vietnam, this success story is now ready to expand across Southeast Asia, bringing Vietnamese technology innovation and business intelligence to a broader regional and global stage.
