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Title: Exploring cultural influences on mobile marketing acceptance

Authors: Meghan Pierce; Pingjun Jiang

Addresses: Department of Marketing, School of Business, La Salle University, Philadelphia, PA 19141, USA ' Department of Marketing, School of Business, La Salle University, Philadelphia, PA 19141, USA

Abstract: Mobile platforms are increasingly important outlets for marketing communications. Previous work has examined the impact of individual-level characteristics such as attachment, privacy concern, permission and risk avoidance on mobile marketing acceptance in cross-cultural settings. Recent work calls for research to identify the cultural influences that account for market differences. The current work explores the influence of cultural values, measured at the individual level, on two dominant markets, the US and China. Findings indicate uncertainty avoidance and long-term orientation are important antecedents to mobile marketing acceptance. We further clarify the role of individual-level characteristics and find risk avoidance and permission to significantly impact attitudes toward mobile marketing in both markets.

Keywords: mobile marketing acceptance; attitudes towards mobile marketing; cultural values; uncertainty avoidance; long-term orientation; LTO; US and China comparative study; international marketing; risk avoidance; permission; digital marketing.

DOI: 10.1504/IJIMA.2021.112787

International Journal of Internet Marketing and Advertising, 2021 Vol.15 No.1, pp.1 - 28

Received: 09 May 2019
Accepted: 25 May 2019

Published online: 22 Jan 2021 *

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