Consumers un-tethered: A three-market empirical study of consumers' mobile marketing acceptance

Gao, Tao (Tony), Andrew J. Rohm, Fareena Sultan and Margherita Pagani

Journal of Business Research, 2013, vol. 66, issue 12, 2536-2544

Abstract: This study examines factors influencing consumers' acceptance of mobile marketing across three influential markets, namely U.S., China, and Europe. The authors develop an integrative conceptual model on consumers' attitudes and behaviors toward mobile marketing. The authors incorporate three individual-level characteristics, namely personal attachment, innovativeness, and risk avoidance and investigate how permission-based acceptance influences the relationship between consumers' attitude and mobile marketing activity. Focusing on Generation Y consumers, the model is empirically tested with data from U.S., China, and Europe. The findings illustrate several cross-market differences and similarities regarding the relationships between individual-level characteristics, attitude, and mobile marketing activity. Research and managerial implications of these findings are discussed.

Keywords: Global marketing; Mobile marketing; Consumer acceptance of new marketing platforms; Innovation diffusion; Branding; Wireless communications; Youth consumers (search for similar items in EconPapers)
Date: 2013
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Citations: View citations in EconPapers (32)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:66:y:2013:i:12:p:2536-2544

DOI: 10.1016/j.jbusres.2013.05.046

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