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What is Mobile Communications

Chapter 16
Handbook of Research on Mobile Marketing Management
Wireless forms of communication using mobile handsets.
Published in Chapter:
The Impact of Gender and Age on Consumer Responsiveness to Permission-Based Mobile Advertising
Heikki Karjaluoto (University of Jyväskylä, Finland), Heikki Lehto (Brandson Ltd, Finland), and Matti Leppäniemi (University of Oulu, Finland)
Copyright: © 2010 |Pages: 20
DOI: 10.4018/978-1-60566-074-5.ch016
Abstract
This chapter investigates the impact of gender and age on mobile marketing responsiveness among regular customers of Finnish night club chain. The study develops sixteen research propositions which are tested with a sample of 8578 members of the company’s permission- based, opt-in mobile advertising list . The results contribute to mobile marketing and technology acceptance literature in various ways. First, the authors find support for four out of eight gender related propositions. Second, five out of the eight age-related hypotheses are supported. The results further show that among opt-in customers, gender and age explain various antecedents of intention to engage in mobile marketing. The study provides several theoretical and managerial contributions and outlines vital avenues for further investigation in the field.
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More Results
Chapter 1
Exploring Mobile Users' Daily Experiences in the United States and Taiwan: An Experience Sampling Method to Study Privacy Concerns in Location-Based Marketing Applications
A term that emerges around 2000 refers to the use of a variety of technological systems to enable communication activities away from a fixed location without the use of any physical connectivity via cables or wired.
Published in Chapter: Exploring Mobile Users' Daily Experiences in the United States and Taiwan: An Experience Sampling Method to Study Privacy Concerns in Location-Based Marketing Applications; From: Privacy and Security Challenges in Location Aware Computing
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