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Mobile marketing: the role of permission and acceptance
Abstract
The escalation and convergence of distributed networks and wireless telecommunications has created a tremendous potential platform for providing business services. In consumer markets, mobile marketing is expected to be a key growth area. The immediacy, interactivity and mobility of wireless devices provide a novel platform for marketing. The personal and ubiquitous nature of devices means that interactivity can be provided anytime and anywhere. However, as experience has shown, it is important to keep the consumer in mind. Mobile marketing permission and acceptance are core issues that marketers have yet to fully explain or resolve. This paper provides direction in this area. After briefly discussing some background on mobile marketing, the paper conceptualises key characteristics for mobile marketing permission and acceptance. The paper concludes with predictions on the future of mobile marketing and some core areas of further research.
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Cited by
Social Media Mining: An Introduction
Zafarani, R., Abbasi, M. A., & Liu, H. (2014) · Cambridge University Press eBooks · doi:10.1017/cbo9781139088510 · Cited by 592
Factors influencing consumers' willingness to accept mobile advertising: a conceptual model
Leppaniemi, M., & Karjaluoto, H. (2005) · International Journal of Mobile Communications · doi:10.1504/ijmc.2005.006580 · Cited by 313
Modeling users’ acceptance of mobile services
Zarmpou, T., Saprikis, V., Markos, A., & Vlachopoulou, M. (2012) · Electronic Commerce Research · doi:10.1007/s10660-012-9092-x · Cited by 296
Perceived Effectiveness of Push vs. Pull Mobile Location Based Advertising
Unni, R., & Harmon, R. (2007) · Journal of Interactive Advertising · doi:10.1080/15252019.2007.10722129 · Cited by 268
A meta-analytic review of mobile advertising research
Maseeh, H. I., Jebarajakirthy, C., Pentecost, R., Ashaduzzaman, M., Arli, D., & Weaven, S. (2021) · Journal of Business Research · doi:10.1016/j.jbusres.2021.06.022 · Cited by 88
Metadata
- Authors
- Barnes, S. J., & Scornavacca, E.
- Venue
- International Journal of Mobile Communications
- Publisher
- Inderscience Publishers
- Published
- 2004
- Volume
- 2
- Issue
- 2
- Pages
- 128
- ISSN
- 1470-949X (ISSN-L)
- 1741-5217
- OpenAlex
- W2064463061
- Cited by
- 365
- References
- 0
- FWCI
- 62.05
- Type
- journal article
- Language
- en
- Open access
- closed
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- Barnes, S. J., & Scornavacca, E. (2004). Mobile marketing: the role of permission and acceptance. International Journal of Mobile Communications. https://doi.org/10.1504/ijmc.2004.004663
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Bibliographic data: Semantic Scholar, OpenAlex, Crossref.
Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
