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Mobile marketing: The role of permission and acceptance

Barnes, Stuart J., Scornavacca, Eusebio (2004) Mobile marketing: The role of permission and acceptance. International Journal of Mobile Communications, 2 (2). pp. 128-139. ISSN 1470-949X. (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)

Abstract

The escalation and convergence of distributed networks and wireless telecommunications has created a tremendous potential platform for providing business services. In consumer markets, mobile marketing is expected to be a key growth area. The immediacy, interactivity and mobility of wireless devices provide a novel platform for marketing. The personal and ubiquitous nature of devices means that interactivity can be provided anytime and anywhere. However, as experience has shown, it is important to keep the consumer in mind. Mobile marketing permission and acceptance are core issues that marketers have yet to fully explain or resolve. This paper provides direction in this area. After briefly discussing some background on mobile marketing, the paper conceptualises key characteristics for mobile marketing permission and acceptance. The paper concludes with predictions on the future of mobile marketing and some core areas of further research.

Item Type: Article
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 14:04 UTC
Last Modified: 29 May 2019 10:25 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/34758 (The current URI for this page, for reference purposes)
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