Title: Uncovering patterns in mobile advertising opt-in behaviour: a decision hierarchy approach

Authors: Stuart J. Barnes, Eusebio Scornavacca

Addresses: Norwich Business School, University of East Anglia, Norwich NR4 7TJ, UK. ' School of information Management, Victoria University of Wellington, PO Box 600, Wellington 6001, New Zealand

Abstract: The aim of this paper is to investigate the weighting of specific criteria in the consumer|s decision to opt in to a mobile advertising campaign. We analysed the decision hierarchy for 111 respondents and tested for significant differences between the global priorities of various groupings. The results demonstrate considerable disparity between the decision-making criteria of a number of groups including by income, gender, average volume of advertising messages received and the influence of mobile advertising on previous purchases. The paper concludes with an examination of the implications of the results for practice and suggestions for future research in this area.

Keywords: mobile advertising campaigns; decision hierarchy; global priorities; mobile marketing; consumer opt-in; decision making; mobile communications.

DOI: 10.1504/IJMC.2008.018050

International Journal of Mobile Communications, 2008 Vol.6 No.4, pp.405 - 416

Published online: 28 Apr 2008 *

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