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Brand in the hand : A cross-market investigation of consumer acceptance of mobile marketing

Author

Listed:
  • Andrew J. Rohm

    (EM - EMLyon Business School)

  • Tao Tony Gao
  • Fareena Sultan
  • Margherita Pagani

Abstract

Given the great potential of developing marketing campaigns delivered via mobile devices and the evolution of near-field communication technologies, this study examines factors influencing consumers' acceptance of untethered, or mobile, marketing across three influential markets: the United States, China, and Europe. We examine the extent to which the usefulness of mobile information/programs and individual characteristics—namely innovativeness, personal attachment, and risk avoidance—jointly influence attitudes toward mobile marketing, and how the latter influences consumers' mobile marketing activity across three large and influential markets. We found perceived usefulness, consumer innovativeness, and personal attachment to directly influence attitudes toward mobile marketing in all three markets. In China and Europe, risk avoidance also negatively influences attitudes toward mobile marketing. Marketers seeking to build and maintain customer relationships via mobile platforms should view these individual characteristics as levers brands can push to amplify consumers' acceptance of mobile marketing.

Suggested Citation

  • Andrew J. Rohm & Tao Tony Gao & Fareena Sultan & Margherita Pagani, 2012. "Brand in the hand : A cross-market investigation of consumer acceptance of mobile marketing," Post-Print hal-02313089, HAL.
    • Handle: RePEc:hal:journl:hal-02313089
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    Cited by:

    1. Fahad Aldhaban & Tugrul Daim & Robert Harmon & Nuri Basoglu, 2020. "Technology Adoption in Emerging Regions: Case of the Smartphone in Saudi Arabia," International Journal of Innovation and Technology Management (IJITM), World Scientific Publishing Co. Pte. Ltd., vol. 17(01), pages 1-37, February.
    2. Scholz, Joachim & Smith, Andrew N., 2016. "Augmented reality: Designing immersive experiences that maximize consumer engagement," Business Horizons, Elsevier, vol. 59(2), pages 149-161.
    3. Salvador Angosto & Jerónimo García-Fernández & Irena Valantine & Moisés Grimaldi-Puyana, 2020. "The Intention to Use Fitness and Physical Activity Apps: A Systematic Review," Sustainability, MDPI, vol. 12(16), pages 1-25, August.
    4. Azemi, Yllka & Ozuem, Wilson & Wiid, Ria & Hobson, Ana, 2022. "Luxury fashion brand customers’ perceptions of mobile marketing: Evidence of multiple communications and marketing channels," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    5. Vikas Chauhan & Rambalak Yadav & Vipin Choudhary, 2022. "Adoption of electronic banking services in India: an extension of UTAUT2 model," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 27(1), pages 27-40, March.
    6. Yuting Cui & Raphael Lissillour & Juraj Chebeň & Drahoslav Lančarič & Chunlin Duan, 2022. "The position of financial prudence, social influence, and environmental satisfaction in the sustainable consumption behavioural model: Cross‐market intergenerational investigation during the Covid‐19 ," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 29(4), pages 996-1020, July.
    7. Mustapha Iddrisu & Akolaa Andrews Adugudaa & Albert Martins, 2020. "Receiving and Action Oriented Attitude of the Youth Towards Mobile Marketing: A Transitional Economy Perspective," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 12(4), pages 1-14, December.
    8. Shang-Yu Chen & Chung-Cheng Lu, 2016. "A Model of Green Acceptance and Intentions to Use Bike-Sharing: YouBike Users in Taiwan," Networks and Spatial Economics, Springer, vol. 16(4), pages 1103-1124, December.
    9. Lara Stocchi & Naser Pourazad & Nina Michaelidou & Arry Tanusondjaja & Paul Harrigan, 2022. "Marketing research on Mobile apps: past, present and future," Journal of the Academy of Marketing Science, Springer, vol. 50(2), pages 195-225, March.
    10. Lee-Yun Pan & Shih-Chi Chang & Chia-Chi Sun, 2014. "A three-stage model for smart phone use antecedents," Quality & Quantity: International Journal of Methodology, Springer, vol. 48(2), pages 1107-1115, March.
    11. Javornik, Ana, 2016. "Augmented reality: Research agenda for studying the impact of its media characteristics on consumer behaviour," Journal of Retailing and Consumer Services, Elsevier, vol. 30(C), pages 252-261.
    12. Adrian Razvan Joanta (Rusan) & Marwa Bezzaouia, 2016. "Digital Marketing And Its Influences On The Perception Regarding Product Values And Luxury Brands," Annals - Economy Series, Constantin Brancusi University, Faculty of Economics, vol. 2, pages 65-69, April.
    13. Lucrezia Maria Cosmo & Luigi Piper & Arianna Vittorio, 2021. "The role of attitude toward chatbots and privacy concern on the relationship between attitude toward mobile advertising and behavioral intent to use chatbots," Italian Journal of Marketing, Springer, vol. 2021(1), pages 83-102, June.
    14. Shweta Pandey & Deepak Chawla, 2020. "Exploring Factors That Drive Adoption of Various Categories of M-commerce: An Emerging Market Study," Global Business Review, International Management Institute, vol. 21(2), pages 526-546, April.

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