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Integrated Cultural Theories on Mobile Marketing Acceptance: Literature Review

Author

Listed:
  • Nguyen Ngoc Thi Hong

    (Hue University, School of Tourism and Hospitality, Vietnam ;)

  • Rudawska Edyta

    (University of Szczecin, Poland ;)

Abstract

Purpose: This article investigates trends in studies on the impact of cultural factors on mobile marketing acceptance. To that end, the article provides a literature review of technology acceptance models and cultural models used in research on mobile marketing.

Suggested Citation

  • Nguyen Ngoc Thi Hong & Rudawska Edyta, 2022. "Integrated Cultural Theories on Mobile Marketing Acceptance: Literature Review," Journal of Management and Business Administration. Central Europe, Sciendo, vol. 30(3), pages 112-135, September.
    • Handle: RePEc:vrs:jmbace:v:30:y:2022:i:3:p:112-135:n:4
    DOI: 10.7206/cemj.2658-0845.84
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    References listed on IDEAS

    as
    1. Merhi, Mohamed & Hone, Kate & Tarhini, Ali, 2019. "A cross-cultural study of the intention to use mobile banking between Lebanese and British consumers: Extending UTAUT2 with security, privacy and trust," Technology in Society, Elsevier, vol. 59(C).
    2. Uma Sekaran, 1983. "Methodological and Theoretical Issues and Advancements in Cross-Cultural Research," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 14(2), pages 61-73, June.
    3. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    4. Kwok Leung & Rabi S Bhagat & Nancy R Buchan & Miriam Erez & Cristina B Gibson, 2005. "Culture and international business: recent advances and their implications for future research," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 36(4), pages 357-378, July.
    5. Al-Okaily, Manaf & Lutfi, Abdalwali & Alsaad, Abdallah & Taamneh, Abdallah & Alsyouf, Adi, 2020. "The Determinants of Digital Payment Systems’ Acceptance under Cultural Orientation Differences: The Case of Uncertainty Avoidance," Technology in Society, Elsevier, vol. 63(C).
    6. Liu, Chia-Ling ‘Eunice’ & Sinkovics, Rudolf R. & Pezderka, Noemi & Haghirian, Parissa, 2012. "Determinants of Consumer Perceptions toward Mobile Advertising — A Comparison between Japan and Austria," Journal of Interactive Marketing, Elsevier, vol. 26(1), pages 21-32.
    7. Galina Timokhina & Urkmez Taylan & Ralf Wagner, 2018. "Cross-Cultural Variations in Consumer Behavior: A Literature Review of International Studies," South East European Journal of Economics and Business, Sciendo, vol. 13(2), pages 49-71, December.
    8. Tao Tony Gao & Andrew J. Rohm & Fareena Sultan & Margherita Pagani, 2013. "Consumers un-tethered : A three-market empirical study of consumers' mobile marketing acceptance," Post-Print hal-02313086, HAL.
    9. Chia-Liang Hung & Jerome Chih-Lung Chou, 2014. "Examining The Cultural Moderation On The Acceptance Of Mobile Commerce," International Journal of Innovation and Technology Management (IJITM), World Scientific Publishing Co. Pte. Ltd., vol. 11(02), pages 1-19.
    10. Muk, Alexander & Chung, Christina, 2015. "Applying the technology acceptance model in a two-country study of SMS advertising," Journal of Business Research, Elsevier, vol. 68(1), pages 1-6.
    11. Varnali, Kaan & Toker, Ayşegül, 2010. "Mobile marketing research: The-state-of-the-art," International Journal of Information Management, Elsevier, vol. 30(2), pages 144-151.
    12. Meghan Pierce & Pingjun Jiang, 2021. "Exploring cultural influences on mobile marketing acceptance," International Journal of Internet Marketing and Advertising, Inderscience Enterprises Ltd, vol. 15(1), pages 1-28.
    13. Soares, Ana Maria & Farhangmehr, Minoo & Shoham, Aviv, 2007. "Hofstede's dimensions of culture in international marketing studies," Journal of Business Research, Elsevier, vol. 60(3), pages 277-284, March.
    14. Gao, Tao (Tony) & Rohm, Andrew J. & Sultan, Fareena & Pagani, Margherita, 2013. "Consumers un-tethered: A three-market empirical study of consumers' mobile marketing acceptance," Journal of Business Research, Elsevier, vol. 66(12), pages 2536-2544.
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    More about this item

    Keywords

    mobile marketing; cultural theories; cross-cultural; technology acceptance;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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