Antecedents to permission based mobile marketing: an initial examination
Jayawardhena, C., Kuckertz, A., Karjaluoto, H., & Kautonen, T. (2009). Antecedents to permission based mobile marketing: an initial examination. European Journal of Marketing, 43(3/4), 473-479. https://doi.org/10.1108/03090560910935541
Published in
European Journal of MarketingDate
2009Copyright
© 2009 Emerald Group Publishing Limited. This is a final draft version of an article whose final and definitive form has been published by Emerald. Published in this repository with the kind permission of the publisher.
Purpose – This paper’s aim is to develop a conceptual model to examine the influence of four
antecedent factors (personal trust, institutional trust, perceived control and experience) on consumers’
willingness to participate in permission-based mobile marketing. The model is to be tested empirically
across three European countries and gender.
Design/methodology/approach – Data are collected from surveys of consumers in Finland,
Germany and the UK. The partial least squares (PLS) approach is utilised to test the model fit.
Findings – The main factor affecting the consumers’ decision to participate in mobile marketing is
institutional trust, which is a significant factor in all three countries and across gender. The influence
of other antecedent factors are less pronounced. On the whole, it is found that the more experienced
consumers become with mobile marketing, the less influence perceived control will have on
permission. There are notable variations across gender, with perceived control being an important
determinant of permission for men, while it is not so for women.
Research implications/limitations – The results indicate the relative importance of four
antecedents in the likelihood of consumers giving their permission to companies to send mobile
marketing messages.
Practical implications – As institutional trust is the most important determinant of permission
based mobile marketing, mobile marketers should focus on building a strong and positive media
presence and image, and thereby influence consumers’ likelihood of giving permission to mobile-based
marketing.
Originality/value – This is the first international empirical investigation of the different
antecedents of permission-based mobile marketing.
...
Publisher
EmeraldISSN Search the Publication Forum
0309-0566Keywords
Original source
http://www.emeraldinsight.com/0309-0566.htmPublication in research information system
https://converis.jyu.fi/converis/portal/detail/Publication/19191734
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