 Factors Influencing Consumer Acceptance of Mobile Marketing: A Two-Country Study of Youth MarketsFareena Sultan, Andrew J. Rohm and Gao, Tao (Tony) Journal of Interactive Marketing, 2009, vol. 23, issue 4, 308-320 Abstract: The purpose of this study is to examine factors affecting consumers' acceptance of mobile marketing across two global markets. Drawing upon technology acceptance and uses and gratifications theories, we develop and estimate a conceptual model of the influences of antecedent factors (including risk acceptance related to the mobile platform and personal attachment related to mobile devices) on behavioral intent related to mobile marketing practice. We further propose that the above relationships are mediated by activities that consumers engage in such as downloading, forwarding content and registering with firms. Focusing on youth consumers, we empirically test the model using data collected in both an established (U.S.) and an emerging market (Pakistan). Findings across these two markets reflect cross-market similarities and differences related to consumer acceptance factors. We draw implications from these findings related to both theory and practice. Keywords: Mobile marketing; Marketing communications; Mobile and wireless communications; Consumer acceptance of new technology; Global marketing and branding; Mobile privacy (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:joinma:v:23:y:2009:i:4:p:308-320 DOI: 10.1016/j.intmar.2009.07.003 Access Statistics for this article Journal of Interactive Marketing is currently edited by B. T. Ratchford More articles in Journal of Interactive Marketing from Elsevier |
Is your work missing from RePEc? Here is how to contribute.
Questions or problems? Check the EconPapers FAQ or send mail to .
EconPapers is hosted by the
School of Business at Örebro University.