Access the full text.
Sign up today, get DeepDyve free for 14 days.
H. Marmorstein, Dhruv Grewal, R. Fishe (1992)
The Value of Time Spent in Price-Comparison Shopping: Survey and Experimental EvidenceJournal of Consumer Research, 19
M. Hanley, Michael Becker (2008)
Cell Phone Usage and Advertising Acceptance Among College Students: A Four-Year Analysis
R. Morgan, S. Hunt (1994)
The Commitment-Trust Theory of Relationship MarketingJournal of Marketing, 58
Venkatesh Shankar, A. Venkatesh, C. Hofacker, P. Naik (2010)
Mobile Marketing in the Retailing Environment: Current Insights and Future Research AvenuesJournal of Interactive Marketing, 24
C. Jayawardhena, Andreas Kuckertz, Heikki Karjaluoto, Teemu Kautonen (2007)
Antecedents to Permission Based Mobile Marketing: An Initial ExaminationeBusiness & eCommerce eJournal
J. Zhang (2006)
The roles of players and reputation: Evidence from eBay online auctionsDecis. Support Syst., 42
D. Hoffman, T. Novak, M. Peralta (1999)
Building consumer trust onlineCommun. ACM, 42
Általános tudományok (2010)
Diffusion of Innovations
A. Facchetti, A. Rangone, F. Renga, A. Savoldelli (2005)
Mobile marketing: an analysis of key success factors and the European value chainInternational Journal of Management and Decision Making, 6
D. Campbell, D. Fiske (1959)
Convergent and discriminant validation by the multitrait-multimethod matrix.Psychological bulletin, 56 2
L. Andrews, Judy Dennan, R. Bennett (2005)
Mobile phone consumption and implications for SMS marketing
Al B.A.M., Alnawas I.A.M. (2010)
MOBILE MARKETING: EXAMINING THE IMPACT OF TRUST, PRIVACY CONCERN AND CONSUMERS' ATTITUDES ON INTENTION TO PURCHASE, 5
Bruce Mattson, Alan Dubinsky (1987)
Shopping patterns: An exploration of some situational determinantsPsychology & Marketing, 4
Sevgin Eroğlu, K. Machleit, Lenita Davis (2003)
Empirical testing of a model of online store atmospherics and shopper responsesPsychology & Marketing, 20
Heikki Karjaluoto, Terhi Alatalo (2007)
Consumers' attitudes towards and intention to participate in mobile marketingInt. J. Serv. Technol. Manag., 8
H. Mano (1999)
The influence of pre-existing negative affect on store purchase intentionsJournal of Retailing, 75
V. Zeithaml (1988)
Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence:Journal of Marketing, 52
R. Mayer, J. Davis, F. Schoorman (1995)
An Integrative Model Of Organizational TrustAcademy of Management Review, 20
Tülin Erdem, Glenn Mayhew, Baohong Sun (2001)
Understanding Reference-Price Shoppers: A Within- and Cross-Category AnalysisJournal of Marketing Research, 38
F. Sultan, A. Rohm
The coming era of ‘brand in the hand’ marketing
G. Roach (2009)
Consumer perceptions of mobile phone marketing: A direct marketing innovationDirect Marketing: An International Journal, 3
Jing Zhang, E. Mao (2008)
UNDERSTANDING THE ACCEPTANCE OF MOBILE SMS ADVERTISING AMONG YOUNG CHINESE CONSUMERSPsychology & Marketing, 25
Marissa Phillip, R. Suri (2004)
Impact of Gender Differences on the Evaluation of Promotional EmailsJournal of Advertising Research, 44
R. McKenna (1997)
Real Time: Preparing for the Age of the Never Satisfied Customer
comScore
2010 mobile year in review
Chin-Lung Hsu, Hsi-Peng Lu, Huei-Hsia Hsu (2007)
Adoption of the mobile Internet: An empirical study of multimedia message service (MMS)Omega-international Journal of Management Science, 35
Michael Klassen, Pola Gupta, M. Bunker (2009)
Comparison shopping on the internetInt. J. Bus. Inf. Syst., 4
H. Bauer, S. Barnes, T. Reichardt, Marcus Neumann (2005)
Driving consumer acceptance of mobile marketing: a theoretical framework and empirical studyJournal of Electronic Commerce Research, 6
Syagnik Banerjee, R. Dholakia (2008)
Mobile Advertising: Does Location Based Advertising Work?
S. Barutçu (2007)
Attitudes towards mobile marketing tools: A study of Turkish consumersJournal of Targeting, Measurement and Analysis for Marketing, 16
William Dodds, K. Monroe, Dhruv Grewal (1991)
Effects of Price, Brand, and Store Information on Buyers’ Product EvaluationsJournal of Marketing Research, 28
F. Tan, P. Sutherland (2004)
Online Consumer Trust: A Multi-Dimensional ModelJ. Electron. Commer. Organ., 2
H. Baumgartner, J. Steenkamp (1996)
Exploratory consumer buying behavior: conceptualization and measurement.International Journal of Research in Marketing, 13
Ian Grant, S. O'Donohoe (2007)
Why young consumers are not open to mobile marketing communicationInternational Journal of Advertising, 26
G. Mort, J. Drennan (2005)
Marketing m-services: Establishing a usage benefit typology related to mobile user characteristicsJournal of Database Marketing & Customer Strategy Management, 12
Shelly Rodgers, M. Harris (2003)
Gender and e-commerce: an exploratory studyJournal of Advertising Research, 43
P. Kollock (1999)
The Production of Trust in Online Markets, 16
H.C. Jin, J. Villegas
Mobile phone users’ behaviors: the motivation factors of the mobile phone user
Statistics Canada
Canadian internet use survey 2010
L. Marez, P. Vyncke, K. Berte, D. Schuurman, K. Moor (2007)
Adopter segments, adoption determinants and mobile marketingJournal of Targeting, Measurement and Analysis for Marketing, 16
Alexander Muk (2007)
Cultural influences on adoption of SMS advertising: A study of American and Taiwanese consumersJournal of Targeting, Measurement and Analysis for Marketing, 16
Venkatesh Shankar, S. Balasubramanian (2009)
Mobile Marketing: A Synthesis and PrognosisJournal of Interactive Marketing, 23
A. Scharl, Astrid Dickinger, Jamie Murphy (2005)
Diffusion and success factors of mobile marketingElectron. Commer. Res. Appl., 4
Dhruv Grewal, R. Krishnan, J. Baker, Norm Borin (1998)
The Effect of Store Name, Brand Name and Price Discounts on Consumers' Evaluations and Purchase IntentionsJournal of Retailing, 74
Younes A.Megdadi, Talal Nusair (2011)
Shopping Consumer Attitudes toward Mobile Marketing: A Case Study among Jordanian User'sInternational Journal of Marketing Studies, 3
S. Chen, K. Monroe, Y. Lou (1998)
The effects of framing price promotion messages on consumers' perceptions and purchase intentionsJournal of Retailing, 74
J. Hulland (1999)
Use of partial least squares (PLS) in strategic management research: a review of four recent studiesStrategic Management Journal, 20
J. Kim, C.W. Mueller
Factor Analysis: Statistical Methods and Practical Issues
H. Yang, Liuning Zhou (2011)
Extending TPB and TAM to mobile viral marketing: An exploratory study on American young consumers’ mobile viral marketing attitude, intent and behaviorJournal of Targeting, Measurement and Analysis for Marketing, 19
Ayşegül Toker (2009)
obile marketing research : The-state-ofthe-art
S. Barnes, Eusebio Scornavacca (2004)
Mobile marketing: the role of permission and acceptanceInt. J. Mob. Commun., 2
F. Sultan, Andrew Rohm, T. Gao (2009)
Factors Influencing Consumer Acceptance of Mobile Marketing: A Two-Country Study of Youth MarketsJournal of Interactive Marketing, 23
Kristina Heinonen, T. Strandvik (2007)
Consumer responsiveness to mobile marketingInt. J. Mob. Commun., 5
R. (Ed.) McKenna
Real Time: Preparing for the Never Satisfied Customer
S. Kotha (1992)
Mass Customization: The New Frontier in Business Competition
K. Park, S. Yang
The moderating role of consumer trust and experiences: value driven usage of mobile technology
Basheer A. (2010)
10.5539/ijbm.v5n3p28International Journal of Business and Management, 5
T. Gao, F. Sultan, Andrew Rohm (2010)
Factors influencing Chinese youth consumers' acceptance of mobile marketingJournal of Consumer Marketing, 27
J. Stevens (2002)
Applied multivariate statistics for the social sciences, 4th ed.
comScore
Key trends in mobile content usage and mobile advertising
J. Nunnally, McGraw-Hill New (1978)
Psychometric Theory: NY.
Heikki Karjaluoto, Heikki Lehto, M. Leppäniemi, C. Jayawardhena (2008)
Exploring Gender Influence on Customer's Intention to Engage Permission-based Mobile MarketingElectron. Mark., 18
Young Park, U. Gretzel (2010)
Influence of Consumers' Online Decision-Making Style on Comparison Shopping Proneness and Perceived Usefulness of Comparison Shopping ToolsJournal of Electronic Commerce Research, 11
Purpose – Smartphone adoption by consumers is increasing exponentially, and presents marketers with many new opportunites to reach and serve customers. However, are consumers ready for mobile marketing through their smartphones? This study aims to investigate consumers' willingness to accept marketing through their smartphones. Design/methodology/approach – The study is based on an online survey of 428 respondents. The data is analyzed through ANOVA and regression analysis. Findings – The results indicate that consumers' shopping style, brand trust, and value are key motivations for engaging in mobile marketing through their smartphones. Further research should focus on specific tactics marketers use to engage customers beyond marketing messages, that is, how they engage customers in dialogue to build relationships, encourage purchases and build loyalty. This could reveal how customers really want to engage in mobile marketing. Research limitations/implications – This research adds to the growing body of evidence on acceptance of mobile marketing. Practical implications – This study found that successful enagement of customers in mobile marketing requires that marketers focus their strategies and tactics around value creation; getting customers to engage with their brand in an authentic way; and respecting customers' shopping style, i.e. engaging customers the way they want to be engaged. Marketers must listen to their customers and develop appropriate strategies rather than simply adapting existing marketing strategies. Originality/value – The topic of mobile marketing through smartphones is important to both marketing executives and marketing researchers. To date, this topic has attracted little research attention and marketing executives are simply basing their decsions on anecdotal case studies and reports in the popular press. This study contributes to fulfilling the need for research evidence.
Marketing Intelligence & Planning – Emerald Publishing
Published: Jun 15, 2012
Keywords: Smartphone; Mobile marketing; Digital marketing; Purchase intention; Technology adoption; Mobile technology; Consumer behaviour
Read and print from thousands of top scholarly journals.
Already have an account? Log in
Bookmark this article. You can see your Bookmarks on your DeepDyve Library.
To save an article, log in first, or sign up for a DeepDyve account if you don’t already have one.
Copy and paste the desired citation format or use the link below to download a file formatted for EndNote
Access the full text.
Sign up today, get DeepDyve free for 14 days.
All DeepDyve websites use cookies to improve your online experience. They were placed on your computer when you launched this website. You can change your cookie settings through your browser.