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

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  • Rohm, Andrew J.
  • Gao, Tao (Tony)
  • Sultan, Fareena
  • Pagani, Margherita
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

  • Rohm, Andrew J. & Gao, Tao (Tony) & Sultan, Fareena & Pagani, Margherita, 2012. "Brand in the hand: A cross-market investigation of consumer acceptance of mobile marketing," Business Horizons, Elsevier, vol. 55(5), pages 485-493.
    • Handle: RePEc:eee:bushor:v:55:y:2012:i:5:p:485-493
    DOI: 10.1016/j.bushor.2012.05.004
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    References listed on IDEAS

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    1. Sultan, Fareena & Rohm, Andrew J. & Gao, Tao (Tony), 2009. "Factors Influencing Consumer Acceptance of Mobile Marketing: A Two-Country Study of Youth Markets," Journal of Interactive Marketing, Elsevier, vol. 23(4), pages 308-320.
    2. Ronald Jean Degen, 2009. "Opportunity for luxury brands in China," Working Papers 31, globADVANTAGE, Polytechnic Institute of Leiria.
    3. Sangwan, S. & Pau, L-F., 2005. "Diffusion of Mobile Phones in China," ERIM Report Series Research in Management ERS-2005-056-LIS, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam.
    4. Shankar, Venkatesh & Venkatesh, Alladi & Hofacker, Charles & Naik, Prasad, 2010. "Mobile Marketing in the Retailing Environment: Current Insights and Future Research Avenues," Journal of Interactive Marketing, Elsevier, vol. 24(2), pages 111-120.
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