6533b837fe1ef96bd12a2fb4
RESEARCH PRODUCT
Factors affecting Finnish consumers' intention to receive SMS marketing: a conceptual model and an empirical study
Matti LeppäniemiHeikki KarjaluotoMichael BeckerCraig Standingsubject
Return on marketing investmentDigital marketingbusiness.industryAdvertisingQuantitative marketing researchGeneral Business Management and AccountingComputer Science ApplicationsEmpirical researchMobile phoneCredibilityMarketingbusinessMarketing researchRelationship marketingdescription
The study examines factors that affect consumers' intentions to participate in mobile marketing and explores the relationship between consumers' intentions to participate in mobile marketing and their experience with mobile marketing. The authors develop and test a research model with a sample of 4062 mobile phone users. The empirical model highlights that Perceived Utility (PU), context, credibility and Perceived Social Utility (PSU) are the main contributors to consumers' intentions to participate in mobile-marketing initiatives. The paper provides several contributions to both theory and practice.
| year | journal | country | edition | language |
|---|---|---|---|---|
| 2008-01-01 | International Journal of Electronic Business |