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Uncovering patterns in mobile advertising opt-in behaviour: A decision hierarchy approach

Barnes, Stuart J., Scornavacca, Eusebio (2008) Uncovering patterns in mobile advertising opt-in behaviour: A decision hierarchy approach. International Journal of Mobile Communications, 6 (4). pp. 405-416. ISSN 1470-949X. (doi:10.1504/IJMC.2008.018050) (The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided)

The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided. (Contact us about this Publication)
Official URL
http://dx.doi.org/10.1504/IJMC.2008.018050

Abstract

The aim of this paper is to investigate the weighting of specific criteria in the consumer's decision to opt in to a mobile advertising campaign. We analysed the decision hierarchy for 111 respondents and tested for significant differences between the global priorities of various groupings. The results demonstrate considerable disparity between the decision-making criteria of a number of groups including by income, gender, average volume of advertising messages received and the influence of mobile advertising on previous purchases. The paper concludes with an examination of the implications of the results for practice and suggestions for future research in this area.

Item Type: Article
DOI/Identification number: 10.1504/IJMC.2008.018050
Subjects: H Social Sciences
H Social Sciences > HA Statistics > HA33 Management Science
Divisions: Faculties > Social Sciences > Kent Business School
Faculties > Social Sciences > Kent Business School > Management Science
Depositing User: Cathy Norman
Date Deposited: 18 Jul 2013 11:10 UTC
Last Modified: 29 May 2019 10:25 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/34738 (The current URI for this page, for reference purposes)
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