Mobile marketing:the role of permission and acceptance

Barnes, Stuart J. and Scornavacca, Eusebio (2004) Mobile marketing:the role of permission and acceptance. International Journal of Mobile Communications, 2 (2). pp. 128-39. ISSN 1470-949X

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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.

Item Type: Article
Uncontrolled Keywords: acceptance,consumers,m-commerce,mobile marketing,permission,celluar radio systems,consumer products,marketing,product development,security of data,mobile telecommunication systems
Faculty \ School: Faculty of Social Sciences > Norwich Business School
Depositing User: Pure Connector
Date Deposited: 06 Jan 2014 13:36
Last Modified: 24 Oct 2022 05:13
DOI: 10.1504/IJMC.2004.004663

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