Antecedents to Permission Based Mobile Marketing: An Initial Examination

European Journal of Marketing, Vol. 43, No. 3/4, pp. 473-499, 2009

45 Pages Posted: 8 Jul 2011

See all articles by Chanaka Jayawardhena

Chanaka Jayawardhena

affiliation not provided to SSRN

Andreas Kuckertz

University of Hohenheim

Heikki Karjaluoto

University of Jyväskylä

Teemu Kautonen

Aalto University School of Business; Anglia Ruskin University

Date Written: December 2007

Abstract

Purpose: A conceptual model is developed 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. We empirically test our model across three European countries and gender.

Methodology/Approach: Data is 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, we find that the more experienced consumers become with mobile marketing, the less influence of 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: The first international empirical investigation of the different antecedents of permission based mobile marketing.

Keywords: Institutional trust, personal trust, perceived control, mobile marketing, permission, Europe

JEL Classification: L8, M3

Suggested Citation

Jayawardhena, Chanaka and Kuckertz, Andreas and Karjaluoto, Heikki and Kautonen, Teemu, Antecedents to Permission Based Mobile Marketing: An Initial Examination (December 2007). European Journal of Marketing, Vol. 43, No. 3/4, pp. 473-499, 2009, Available at SSRN: https://ssrn.com/abstract=1881452

Chanaka Jayawardhena

affiliation not provided to SSRN ( email )

Andreas Kuckertz (Contact Author)

University of Hohenheim ( email )

Wollgrasweg 49
Stuttgart, 70599
Germany
+49 711 459-24820 (Phone)
+49 711 459-24826 (Fax)

HOME PAGE: http://entrepreneurship.uni-hohenheim.de/

Heikki Karjaluoto

University of Jyväskylä ( email )

Seminaarinkatu 30
Jyväskylä, 40100
Finland

Teemu Kautonen

Aalto University School of Business ( email )

P.O. Box 21210
AALTO, FI-00076
Finland

Anglia Ruskin University ( email )

East Road
Cambridge CB1 1PT
United Kingdom

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