Antecedents to permission based mobile marketing: an initial examination

Abstract
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.
Main Authors
Format
Articles Research article
Published
2009
Series
Subjects
Publication in research information system
Publisher
Emerald
Original source
http://www.emeraldinsight.com/0309-0566.htm
The permanent address of the publication
https://urn.fi/URN:NBN:fi:jyu-201512164066Use this for linking
Review status
Peer reviewed
ISSN
0309-0566
DOI
https://doi.org/10.1108/03090560910935541
Language
English
Published in
European Journal of Marketing
Citation
  • 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
License
Open Access
Copyright© 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.

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author Jayawardhena, Chanaka Kuckertz, Andreas Karjaluoto, Heikki Kautonen, Teemu
author_facet Jayawardhena, Chanaka Kuckertz, Andreas Karjaluoto, Heikki Kautonen, Teemu
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description 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.
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spellingShingle Antecedents to permission based mobile marketing: an initial examination Jayawardhena, Chanaka Kuckertz, Andreas Karjaluoto, Heikki Kautonen, Teemu Havainto mobiilit kommunikaatiojärjestelmät Eurooppa Perception Mobile communication systems Europe luottamus markkinointi kuluttajakäyttäytyminen European Journal of Marketing
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title Antecedents to permission based mobile marketing: an initial examination
title_full Antecedents to permission based mobile marketing: an initial examination
title_fullStr Antecedents to permission based mobile marketing: an initial examination
title_full_unstemmed Antecedents to permission based mobile marketing: an initial examination
title_short Antecedents to permission based mobile marketing: an initial examination
title_sort Antecedents to permission based mobile marketing an initial examination
topic Havainto mobiilit kommunikaatiojärjestelmät Eurooppa Perception Mobile communication systems Europe luottamus markkinointi kuluttajakäyttäytyminen
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