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 proceedingConference contribution

27 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 languageEnglish (US)
Title of host publication4th Annual International Conference on Mobile Business, ICMB 2005
EditorsWayne Brookes, Elaine Lawrence, Robert Steele, Elizabeth Chang
PublisherInstitute of Electrical and Electronics Engineers Inc.
Pages434-440
Number of pages7
ISBN (Electronic)0769523676, 9780769523675
DOIs
StatePublished - 2005
Externally publishedYes
Event4th Annual International Conference on Mobile Business, ICMB 2005 - Sydney, Australia
Duration: Jul 11 2005Jul 13 2005

Publication series

Name4th Annual International Conference on Mobile Business, ICMB 2005

Conference

Conference4th Annual International Conference on Mobile Business, ICMB 2005
Country/TerritoryAustralia
CitySydney
Period7/11/057/13/05

ASJC Scopus subject areas

  • Computer Networks and Communications
  • Computer Vision and Pattern Recognition

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