6533b86dfe1ef96bd12ca1b7

RESEARCH PRODUCT

The Impact of Gender and Age on Consumer Responsiveness to Permission-Based Mobile Advertising

Karjaluoto HeikkiHeikki LehtoMatti Leppäniemi

subject

Age and genderMobile advertisingAdvertisingPermissionPsychology

description

This chapter investigates the impact of gender and age on mobile marketing responsiveness among regular customers of Finnish night club chain. The study develops sixteen research propositions which are tested with a sample of 8578 members of the company’s permission- based, opt-in mobile advertising list . The results contribute to mobile marketing and technology acceptance literature in various ways. First, the authors find support for four out of eight gender related propositions. Second, five out of the eight age-related hypotheses are supported. The results further show that among opt-in customers, gender and age explain various antecedents of intention to engage in mobile marketing. The study provides several theoretical and managerial contributions and outlines vital avenues for further investigation in the field.

yearjournalcountryeditionlanguage
2012-05-03
https://doi.org/10.4018/978-1-4666-1598-4.ch067