Consumer perceptions and attitudes towards mobile marketing

Amy Carroll, Stuart J. Barnes, Eusebio Scornavacca

Research output: Chapter in Book/Report/Conference proceedingChapter

2 Scopus citations

Abstract

Mobile marketing is an area of m-commerce expected to experience tremendous growth in the next 5 years. This chapter explores consumers' perceptions and attitudes towards mobile marketing via SMS through a sequential, mixed-methods investigation. Four factors were identified and proven as all having a significant impact on mobile marketing acceptance-permission, content, wireless service provider (WSP) control, and the delivery of the message, which guided the development of a revised and empirically tested model of m-marketing consumer acceptance. The findings also suggest that marketers should be optimistic about choosing to deploy mobile marketing, but exercise caution around the factors that will determine consumer acceptance. The chapter concludes with a discussion about directions for future research.

Original languageEnglish (US)
Title of host publicationUnwired Business
Subtitle of host publicationCases in Mobile Business
PublisherIGI Global
Pages109-122
Number of pages14
ISBN (Print)9781591406648
DOIs
StatePublished - 2005
Externally publishedYes

ASJC Scopus subject areas

  • Business, Management and Accounting(all)

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