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.