Consumers perceptions and attitudes towards SMS mobile marketing in New Zealand

Amy Carroll; Stuart J. Barnes; Eusebio Scornavacca

doi:10.1109/ICMB.2005.30

Consumers perceptions and attitudes towards SMS mobile marketing in New Zealand

Amy Carroll, Stuart J. Barnes, Eusebio Scornavacca

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution

28 Scopus citations

Abstract

Mobile marketing is an area of m-commerce expected to experience tremendous growth in the next 5 years. This paper explores consumer's 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, however exercise caution around the factors that will determine consumer acceptance. The paper concludes with a discussion about directions for future research.

Original language	English (US)
Title of host publication	4th Annual International Conference on Mobile Business, ICMB 2005
Editors	Wayne Brookes, Elaine Lawrence, Robert Steele, Elizabeth Chang
Publisher	Institute of Electrical and Electronics Engineers Inc.
Pages	434-440
Number of pages	7
ISBN (Electronic)	0769523676, 9780769523675
DOIs	https://doi.org/10.1109/ICMB.2005.30
State	Published - 2005
Externally published	Yes
Event	4th Annual International Conference on Mobile Business, ICMB 2005 - Sydney, Australia Duration: Jul 11 2005 → Jul 13 2005

Publication series

Name	4th Annual International Conference on Mobile Business, ICMB 2005

Conference

Conference	4th Annual International Conference on Mobile Business, ICMB 2005
Country/Territory	Australia
City	Sydney
Period	7/11/05 → 7/13/05

ASJC Scopus subject areas

Computer Networks and Communications
Computer Vision and Pattern Recognition

Access to Document

10.1109/ICMB.2005.30

Cite this

Carroll, A., Barnes, S. J., & Scornavacca, E. (2005). Consumers perceptions and attitudes towards SMS mobile marketing in New Zealand. In W. Brookes, E. Lawrence, R. Steele, & E. Chang (Eds.), 4th Annual International Conference on Mobile Business, ICMB 2005 (pp. 434-440). Article 1493643 (4th Annual International Conference on Mobile Business, ICMB 2005). Institute of Electrical and Electronics Engineers Inc.. https://doi.org/10.1109/ICMB.2005.30

Consumers perceptions and attitudes towards SMS mobile marketing in New Zealand. / Carroll, Amy; Barnes, Stuart J.; Scornavacca, Eusebio.
4th Annual International Conference on Mobile Business, ICMB 2005. ed. / Wayne Brookes; Elaine Lawrence; Robert Steele; Elizabeth Chang. Institute of Electrical and Electronics Engineers Inc., 2005. p. 434-440 1493643 (4th Annual International Conference on Mobile Business, ICMB 2005).

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution

Carroll, A, Barnes, SJ & Scornavacca, E 2005, Consumers perceptions and attitudes towards SMS mobile marketing in New Zealand. in W Brookes, E Lawrence, R Steele & E Chang (eds), 4th Annual International Conference on Mobile Business, ICMB 2005., 1493643, 4th Annual International Conference on Mobile Business, ICMB 2005, Institute of Electrical and Electronics Engineers Inc., pp. 434-440, 4th Annual International Conference on Mobile Business, ICMB 2005, Sydney, Australia, 7/11/05. https://doi.org/10.1109/ICMB.2005.30

Carroll A, Barnes SJ, Scornavacca E. Consumers perceptions and attitudes towards SMS mobile marketing in New Zealand. In Brookes W, Lawrence E, Steele R, Chang E, editors, 4th Annual International Conference on Mobile Business, ICMB 2005. Institute of Electrical and Electronics Engineers Inc. 2005. p. 434-440. 1493643. (4th Annual International Conference on Mobile Business, ICMB 2005). doi: 10.1109/ICMB.2005.30

Carroll, Amy ; Barnes, Stuart J. ; Scornavacca, Eusebio. / Consumers perceptions and attitudes towards SMS mobile marketing in New Zealand. 4th Annual International Conference on Mobile Business, ICMB 2005. editor / Wayne Brookes ; Elaine Lawrence ; Robert Steele ; Elizabeth Chang. Institute of Electrical and Electronics Engineers Inc., 2005. pp. 434-440 (4th Annual International Conference on Mobile Business, ICMB 2005).

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abstract = "Mobile marketing is an area of m-commerce expected to experience tremendous growth in the next 5 years. This paper explores consumer's 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, however exercise caution around the factors that will determine consumer acceptance. The paper concludes with a discussion about directions for future research.",

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Consumers perceptions and attitudes towards SMS mobile marketing in New Zealand

Abstract

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Conference

ASJC Scopus subject areas

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