Title: Mobile marketing: the role of permission and acceptance

Authors: Stuart J. Barnes, Eusebio Scornavacca

Addresses: School of information Management, Victoria University of Wellington, PO Box 600, Wellington, New Zealand. ' School of information Management, Victoria University of Wellington, PO Box 600, Wellington, New Zealand

Abstract: 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.

Keywords: mobile marketing; permission; acceptance; m-commerce; consumers; mobile communications.

DOI: 10.1504/IJMC.2004.004663

International Journal of Mobile Communications, 2004 Vol.2 No.2, pp.128 - 139

Published online: 25 May 2004 *

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