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.

Malaysian Consumers Attitude towards Mobile Advertising, the Role of Permission and Its Impact on Purchase Intention: A Structural Equation Modeling Approach

“…Behavioral control also found to portray a significant result during the formation of consumers' intention towards the acceptance of mobile text message advertisement Beneke et al (2010). In addition to that, consumers' perception about their ability to control over the number, the selection of services and type of mobile messages produced a positive effect on their engagement with mobile advertisement (Jayawardhena, et al, 2009;Maneesoonthorn & Fortin, 2006;Vatanparast & Asil, 2007). A study by Nysveen et al (2005) disclosed that perceived behavioral control has a positive relationship with the intention to use goal-directed mobile services than the intention to use experiential mobile services regardless of gender and age.…”

“…Studies in other countries found an immense potential of mobile advertising to succeed in conjunction with high penetration and subscriptions rate (Adham, et al, 2008;Basheer & Ibrahim, 2010;Beneke, Cumming, Stevens, & Versfeld, 2010;Friedrich, Grone, Holbling, & Peterson, 2009;Gao, Sultan, & Rohm, 2010;Jayawardhena, Kuckertz, Karjaluoto, & Karjaluoto, 2009;Kim, Heo, & Chan-Olmsted, 2010;Laszlo, 2009;Merisavo et al, 2010). The widespread of various telecommunication devices for communication purposes have changed the nature, reach, velocity and locus of individual's behavior (Bandura, 2001;Mort & Drennan, 2007;Muk, 2007;Ratten & Ratten, 2007).…”

“…There were a number of studies discussed the role of permission in mobile advertising (Bamba & Barnes, 2007;Jayawardhena, et al, 2009;Karjaluoto, Lehto, Leppaniemi, & Jayawardhena, 2008;Krishnamurthy, 2001;Maneesoonthorn & Fortin, 2006). However, how the dimension of permission mediates the relationship between attitude and purchase intention remain unclear.…”

“…The fundamental concept of permission marketing connotes that consumers will give businesses a permission to deliver them certain types of promotional messages (Godin, 1999). Within the context of mobile marketing, permission is the initiation of a two way mobile interactions between customers and businesses via mobile phones (Jayawardhena, et al, 2009). Blackwell, et al (2001), described permission marketing as the process of persuading consumers to pay their attention in return for some tangible benefits.…”

The Study of Influencing Factors on Customers’ Decision to Use of Mobile Banking Based on SMS Services (Case Study: The Branches of Governmental Banks in Rasht City-Northern of Iran)

“…With the continued growth of the mobile phone as a viable advertising medium [Herbjørn et al 2005, Jayawardhena et al 2009, Kavassalis et al 2003, Precourt 2009]. It has become increasingly essential for researchers and advertisers…”