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The Impact of Gender and Age on Consumer Responsiveness to Permission-Based Mobile Advertising

The Impact of Gender and Age on Consumer Responsiveness to Permission-Based Mobile Advertising

Heikki Karjaluoto, Heikki Lehto, Matti Leppäniemi
Copyright: © 2010 |Pages: 20
ISBN13: 9781605660745|ISBN10: 1605660744|EISBN13: 9781605660752
DOI: 10.4018/978-1-60566-074-5.ch016
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MLA

Karjaluoto, Heikki, et al. "The Impact of Gender and Age on Consumer Responsiveness to Permission-Based Mobile Advertising." Handbook of Research on Mobile Marketing Management, edited by Key Pousttchi and Dietmar G. Wiedemann, IGI Global, 2010, pp. 303-322. https://doi.org/10.4018/978-1-60566-074-5.ch016

APA

Karjaluoto, H., Lehto, H., & Leppäniemi, M. (2010). The Impact of Gender and Age on Consumer Responsiveness to Permission-Based Mobile Advertising. In K. Pousttchi & D. Wiedemann (Eds.), Handbook of Research on Mobile Marketing Management (pp. 303-322). IGI Global. https://doi.org/10.4018/978-1-60566-074-5.ch016

Chicago

Karjaluoto, Heikki, Heikki Lehto, and Matti Leppäniemi. "The Impact of Gender and Age on Consumer Responsiveness to Permission-Based Mobile Advertising." In Handbook of Research on Mobile Marketing Management, edited by Key Pousttchi and Dietmar G. Wiedemann, 303-322. Hershey, PA: IGI Global, 2010. https://doi.org/10.4018/978-1-60566-074-5.ch016

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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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