IDEAS home Printed from https://ideas.repec.org/a/igg/jom000/v10y2020i3p62-89.html
   My bibliography  Save this article

A Comparative Analysis of Mobile Marketing Adoption in the Light of Hofstede's Cultural Dimensions

Author

Listed:
  • Hadeel Bahjat Al-Haddad

    (Yarmouk University, Jordan)

  • Mohammad Hasan Galib

    (Alliant International University, USA)

Abstract

This study investigates the factors that affect consumers' intentions to adopt mobile marketing and compare these factors between the USA and Jordan in the light of Hofstede's cultural dimensions. The collected data (n=250) were subject to statistical analysis including exploratory factor analysis, multiple regression, and Mann Whitney U test. The results showed that trust, observability and subjective norm, and relative advantage are the main factors affecting consumers' intentions to adopt mobile marketing, and trust had the strongest effect among the factors. Complexity had a positive significant effect only on Americans' intentions to adopt mobile marketing. The intention to adopt mobile marketing was higher in Jordan than that of the USA. The findings of this study provided several theoretical and practical implications and shed light on some factors that marketers may consider in developing their mobile marketing strategies. The study revealed that culture plays a significant role in peoples' technology adoption intentions.

Suggested Citation

  • Hadeel Bahjat Al-Haddad & Mohammad Hasan Galib, 2020. "A Comparative Analysis of Mobile Marketing Adoption in the Light of Hofstede's Cultural Dimensions," International Journal of Online Marketing (IJOM), IGI Global, vol. 10(3), pages 62-89, July.
    • Handle: RePEc:igg:jom000:v:10:y:2020:i:3:p:62-89
    as

    Download full text from publisher

    File URL: http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/IJOM.2020070105
    Download Restriction: no
    ---><---

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Robert Stefko & Radovan Bacik & Richard Fedorko & Maria Olearova, 2022. "Gender-generation characteristic in relation to the customer behavior and purchasing process in terms of mobile marketing," Oeconomia Copernicana, Institute of Economic Research, vol. 13(1), pages 181-223, March.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:igg:jom000:v:10:y:2020:i:3:p:62-89. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Journal Editor (email available below). General contact details of provider: https://www.igi-global.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.