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Consumer Perceptions and Attitudes Towards Mobile Marketing

Consumer Perceptions and Attitudes Towards Mobile Marketing

Amy Carroll, Stuart J. Barnes, Eusebio Scornavacca
Copyright: © 2006 |Pages: 15
ISBN13: 9781591406648|ISBN10: 1591406641|EISBN13: 9781591406662
DOI: 10.4018/978-1-59140-664-8.ch008
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MLA

Carroll, Amy, et al. "Consumer Perceptions and Attitudes Towards Mobile Marketing." Unwired Business: Cases in Mobile Business, edited by Stuart J. Barnes and Eusebio Scornavacca, IGI Global, 2006, pp. 109-123. https://doi.org/10.4018/978-1-59140-664-8.ch008

APA

Carroll, A., Barnes, S. J., & Scornavacca, E. (2006). Consumer Perceptions and Attitudes Towards Mobile Marketing. In S. Barnes & E. Scornavacca (Eds.), Unwired Business: Cases in Mobile Business (pp. 109-123). IGI Global. https://doi.org/10.4018/978-1-59140-664-8.ch008

Chicago

Carroll, Amy, Stuart J. Barnes, and Eusebio Scornavacca. "Consumer Perceptions and Attitudes Towards Mobile Marketing." In Unwired Business: Cases in Mobile Business, edited by Stuart J. Barnes and Eusebio Scornavacca, 109-123. Hershey, PA: IGI Global, 2006. https://doi.org/10.4018/978-1-59140-664-8.ch008

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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.

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