Driving consumer acceptance of mobile marketing: a theoretical framework and empirical study

Bauer, Hans H. and Barnes, Stuart J. and Reichardt, Tina and Neumann, Marcus M. (2005) Driving consumer acceptance of mobile marketing: a theoretical framework and empirical study. Journal of Electronic Commerce Research, . ISSN 1938-9027. (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)

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Abstract

With the emergence of high speed wireless network technologies and the increasing market penetration of mobile phones the global advertising industry’s interest in using this medium as a means of marketing communication is rising. However, in spite of the increasing number of companies investing in mobile marketing campaigns, there is, as yet, little academic research on this topic and the nature and implications of this channel are not yet understood fully. This research attempts to help in bridging this gap; it investigates the factors that induce consumers to accept the mobile phone as a means of communicating promotional content. Underlying the research are a set of hypotheses that have been formulated to include determinants referring to consumer personality as well as determinants referring to the form of advertising. These hypotheses form the basis for this research and are empirically tested by means of a linear structural equation model. The empirical results (n = 1,028) identify entertainment value as well as information value as the strongest drivers of the acceptance of the mobile phone as an innovative medium for advertising content communication.

Item Type: Article
Additional information: Available via Open Access journal - see web link
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 13:22 UTC
Last Modified: 07 Nov 2018 16:33 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/34750 (The current URI for this page, for reference purposes)
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