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Consumer perceptions of mobile phone marketing: A direct marketing innovation


Roach, G, Consumer perceptions of mobile phone marketing: A direct marketing innovation, Direct Marketing: An International Journal, 3, (2) pp. 124-138. ISSN 1750-5933 (2009) [Refereed Article]

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Copyright Statement

Copyright 2009 Emerald Group Publishing Limited

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DOI: doi:10.1108/17505930910964786


Purpose: The purpose of this paper is to present the findings of a recent study which explored consumer perceptions of mobile phone marketing. Through the application of constructs adapted from traditional innovation and product involvement research, the study examined how a consumer's perception of the relative advantages, compatibility and complexity associated with mobile phone marketing, and their involvement with their mobile phone, influenced their intention to accept marketing communication sent via this channel.

Design/methodology/approach: A deductive, quantitative research approach was adopted, where data was collected using a self-completed questionnaire administered to a sample of 254 university students.

Findings: Statistical analysis revealed that a consumer's perceptions of two of the three innovation attributes tested (relative advantage and compatibility) were significantly associated with their acceptance (or adoption) of marketing messages sent via their mobile phone. However, a slightly weaker relationship between a consumer's level of involvement with their mobile phone and their adoption of mobile phone marketing was found.

Practical implications: This research provides companies with important insights into the factors that may encourage or deter consumer acceptance of this new form of direct marketing.

Originality/value: The value of this study derives from its novel use of an established innovation framework, combined with an assessment of product involvement, to examine consumer perceptions of mobile phone marketing.

Item Details

Item Type:Refereed Article
Keywords:Australia, consumer behaviour, marketing, mobile communications, product innovation
Research Division:Commerce, Management, Tourism and Services
Research Group:Marketing
Research Field:Marketing communications
Objective Division:Expanding Knowledge
Objective Group:Expanding knowledge
Objective Field:Expanding knowledge in commerce, management, tourism and services
UTAS Author:Roach, G (Dr Gemma Lewis)
ID Code:60308
Year Published:2009
Deposited By:Management
Deposited On:2010-01-29
Last Modified:2013-11-01
Downloads:51 View Download Statistics

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