Mobile advertising adoption by multinationals: Senior executives’ initial responses

Abstract

Purpose

Although the wireless internet attracts more and more interest from marketers and researchers, there is little empirical evidence of multinational corporations’ (MNCs) adoption of push‐type mobile advertising in global markets. The aim of this study is to fill this research gap, by conducting an empirical survey of the perceptions of MNCs operating in Europe regarding SMS‐based mobile advertising adoption.

Design/methodology/approach

The study proposes six basic constructs which are thought to influence MNCs’ decision‐making process on mobile advertising adoption. On this base, a structured questionnaire is developed. The data are obtained by telephone interviews from 53 senior executives of MNCs’ subsidiaries in Spain.

Findings

Hierarchical regression analysis reveals that branding strategy, facilitating conditions, and security and costs are the strongest determinants of MNCs’ mobile advertising adoption. Furthermore, discriminant analysis indicates that Japanese, American, and European firms are statistically classifiable according to their cultural affiliation in terms of their perceptions of mobile advertising adoption. Japanese firms are the least willing to use mobile advertising, while their American counterparts are the most motivated in this regard.

Originality/value

While SMS‐based mobile marketing has been receiving an increasing attention from both academics and practitioners, there exists little empirical research on this area. In this vein, this study contributes to the literature in two ways. First, the study proposes a conceptual research model based on six basic constructs, which incorporate both theoretical and practical perspectives. Second, the model is tested by empirical data obtained from top managers of MNCs’ subsidiaries operating in a European market. The findings of this study thus offer useful insights based on their “hands‐on” experience.

Citation

Okazaki, S. (2005), "Mobile advertising adoption by multinationals: Senior executives’ initial responses", Internet Research, Vol. 15 No. 2, pp. 160-180. https://doi.org/10.1108/10662240510590342