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Article
Publication date: 21 February 2020

Vinita Bhatia

This paper aims to investigate the motivating and dissuading factors, which develop consumers’ attitude towards permission based marketing.

Abstract

Purpose

This paper aims to investigate the motivating and dissuading factors, which develop consumers’ attitude towards permission based marketing.

Design/methodology/approach

A conceptual model is proposed and validated by following the various studies on mobile and email marketing. A survey of 325 respondents was conducted in the Mumbai city, out of which 271 survey questionnaires were deemed fit for analysis, representing 83.38 per cent response rate. The researcher has used structural equation modelling to test the causal relationships among the constructs.

Findings

The results of the study indicate that increase in personal relevant messages, perceived monetary incentives and perceived entertainment increases consumers’ attitude towards permission based marketing, whereas increase in perceived registration effort decreases consumers’ attitude towards permission based marketing. Furthermore, contrary to the existing literature, perceived consumer empowerment, perceived intrusiveness and perceived privacy issues have no significant relationship with the attitude towards permission marketing. The findings are based on a particular region in India, so it may be different from previous studies.

Research limitations/implications

The study uses a self-reported measure to collect the data through email, and a printed copy of the questionnaire was circulated. Also, the method of sample selection was not random. These two aspects could limit the generalizability of the results.

Practical implications

The research can assist the companies going for promotions through mobile and internet. It provides important findings, which can help them to formulate better promotional strategies.

Originality/value

Fewer research studies have been done to examine the motivating and dissuading factors developing consumers’ attitude towards permission based marketing, therefore, the present research is conducted. After intensely reviewing the available literature, the factors were carefully chosen.

Details

Journal of Research in Interactive Marketing, vol. 14 no. 1
Type: Research Article
ISSN: 2040-7122

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Article
Publication date: 3 April 2009

Chanaka Jayawardhena, Andreas Kuckertz, Heikki Karjaluoto and Teemu Kautonen

This paper's aim is to develop a conceptual model to examine the influence of four antecedent factors (personal trust, institutional trust, perceived control and…

Abstract

Purpose

This paper's aim is to develop a conceptual model to examine the influence of four antecedent factors (personal trust, institutional trust, perceived control and experience) on consumers' willingness to participate in permission‐based mobile marketing. The model is to be tested empirically across three European countries and gender.

Design/methodology/approach

Data are collected from surveys of consumers in Finland, Germany and the UK. The partial least squares (PLS) approach is utilised to test the model fit.

Findings

The main factor affecting the consumers' decision to participate in mobile marketing is institutional trust, which is a significant factor in all three countries and across gender. The influence of other antecedent factors are less pronounced. On the whole, it is found that the more experienced consumers become with mobile marketing, the less influence perceived control will have on permission. There are notable variations across gender, with perceived control being an important determinant of permission for men, while it is not so for women.

Research implications/limitations

The results indicate the relative importance of four antecedents in the likelihood of consumers giving their permission to companies to send mobile marketing messages.

Practical implications

As institutional trust is the most important determinant of permission based mobile marketing, mobile marketers should focus on building a strong and positive media presence and image, and thereby influence consumers' likelihood of giving permission to mobile‐based marketing.

Originality/value

This is the first international empirical investigation of the different antecedents of permission‐based mobile marketing.

Details

European Journal of Marketing, vol. 43 no. 3/4
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 31 August 2012

Phumisak Smutkupt, Donyaprueth Krairit and Do Ba Khang

The purpose of this paper is to investigate the impact of SMS (Short Message Service) advertising on consumer perceptions of Au Bon Pain's brand equity in Thailand.

Abstract

Purpose

The purpose of this paper is to investigate the impact of SMS (Short Message Service) advertising on consumer perceptions of Au Bon Pain's brand equity in Thailand.

Design/methodology/approach

The experimental study was based on a 4×2 between‐subjects design, with four levels of message types (personalization, interactivity, general, and no message control) and two levels of permission (with and without permission). Structural equation modeling was utilized to test the hypotheses.

Findings

SMS marketing is found to have a significant positive impact on brand awareness and perceived quality. Personalized, interactive, and general messages are effective for building brand awareness, and general and personalized messages positively influence perceived quality. With the right choice of message, explicit permission enhances the effects of SMS marketing on brand association.

Research limitations/implications

The experiment was conducted over a period of one month, with three SMS ads sent to each subject. Future research could extend the trial period and increase the number and variation of ads to confirm validity of the results.

Practical implications

As text message ads have a strong impact on brand awareness, marketers should focus on using text messages as reminders or updates rather than for complete marketing campaigns. They should also focus on offering permission‐based customers personalized information.

Originality/value

This is among the first mobile marketing experiments in a real‐life setting. Real text‐based promotions from an existing brand (Au Bon Pain) were tested on consumers. This approach creates a natural ad‐processing situation for participants, thus increasing the internal validity of the experiment.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 24 no. 4
Type: Research Article
ISSN: 1355-5855

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Article
Publication date: 6 June 2019

Ali Bassam Mahmoud, Nicholas Grigoriou, Leonora Fuxman, Dieu Hack-Polay, Fatina Bassam Mahmoud, Eiad Yafi and Shehnaz Tehseen

This study aims to assess consumers’ beliefs in three Middle Eastern Arab countries regarding attitudinal and behavioural responses towards permission-based direct email…

Abstract

Purpose

This study aims to assess consumers’ beliefs in three Middle Eastern Arab countries regarding attitudinal and behavioural responses towards permission-based direct email marketing (hereafter DEM) and the moderating role of gender in the hypothesised path model.

Design/methodology/approach

Structural equation modelling was used to test the hypothesised path model by using data collected from 829 respondents.

Findings

The findings show that attitude was found to fully mediate the relationship between beliefs and behavioural responses towards permission-based DEM. Gender moderates the relationship between beliefs and attitudes and responses to permission-based DEM. Notably, female respondents were found to react more actively when exposed to permission-based DEM.

Research limitations/implications

Further qualitative research is needed to learn more about how and why individuals develop behavioural intentions in certain ways towards opt-in DEM. In addition, neuropsychology approaches such as eye-tracking are endorsed for future research to gain more insights and conquer biases associated with self-reporting procedures in countries where such technologies are deemed as legal and ethical to be used with human subjects.

Practical implications

Advertisers promoting products and services in the Middle Eastern Arab context should take further steps to enhance the quality of information (including cultural sensitiveness) and the perceived entertainment value that could be delivered to consumers through permission-based DEM, especially for female internet users. Additionally, this study highly recommends the double opt-in approach to permission-based DEM.

Originality/value

To the best of the authors’ knowledge, this is the first attempt to address the gender role as a moderator of the path depicting the effectiveness of permission-based DEM approach in the Middle East (Arab counties) from beliefs to behavioural responses via attitudes.

Details

Journal of Research in Interactive Marketing, vol. 13 no. 2
Type: Research Article
ISSN: 2040-7122

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Article
Publication date: 13 November 2007

Fatim Bamba and Stuart J. Barnes

This study aims to examine the phenomenon of consumers' willingness to give permission to receive short message service (SMS) advertisements. The purpose of this research…

Abstract

Purpose

This study aims to examine the phenomenon of consumers' willingness to give permission to receive short message service (SMS) advertisements. The purpose of this research is threefold: to better understand the phenomenon of consumers' willingness to give permission to receive text message (SMS) advertisements, to provide empirical data that supports our understanding, and to develop and test a basic model of consumers' willingness to give permission to receive SMS advertisements.

Design/methodology/approach

The study utilised a multi‐method research approach with both qualitative and quantitative data – via focus group and scenario‐based survey.

Findings

The results show that even if the relevance of the advertisement is high it does not on its own make consumers give permission; it needs to be combined with the control over opt‐in conditions to assure consumers and gain permission. Regarding brand familiarity, this appears to have little impact on consumers' willingness to give permission to receive SMS advertisements. The opt‐in conditions valued the most are: the possibility to withdraw at any time, personal data disclosure only with consent, and mobile phone operators as a primary advertising filter.

Originality/value

The principal contribution of the paper is in furthering our understanding of the concept of permission as related to the emerging topic of SMS advertising. The paper provides evidence and data triangulation in an area that so far has had little empirical investigation.

Details

Business Process Management Journal, vol. 13 no. 6
Type: Research Article
ISSN: 1463-7154

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Article
Publication date: 14 November 2016

Theera Erawan

The purpose of this paper is to examine tourist behavior regarding changes in privacy issues and the advent of mobile technology, based on theoretical foundations and…

Abstract

Purpose

The purpose of this paper is to examine tourist behavior regarding changes in privacy issues and the advent of mobile technology, based on theoretical foundations and empirical testing.

Design/methodology/approach

A conceptual framework was developed based on a “three-pronged approach” to cross-validate results from both qualitative (literature reviews and expert interviews) and quantitative (field survey) approaches. Structural equation modeling was used to test the conceptual framework and hypotheses.

Findings

According to the findings, tourists perceived advertising via mobile technology as an informative source. New findings emerged apart from the literature in which advertising value was found to drive attitude, perceived behavioral control and subjective norms. Moreover, tourists’ intention to give permission via mobile technology was driven by advertising value via attitude and subjective norms.

Research limitations/implications

This study is limited to Thailand tourism context. Further, conceptual framework generalization should be taken into account as future research in other considerable context.

Practical implications

The results provide useful information for both government and tourism-related businesses in planning effective marketing communications strategies.

Originality/value

The conceptual framework in this study was developed based on theoretical foundations, along with both quantitative and qualitative methodologies (that is, using a “three-pronged approach”). This study is among the first in Thailand tourism context that demonstrated an extension of the academic perspective by integrating two important theoretical foundations.

Details

Journal of Hospitality and Tourism Technology, vol. 7 no. 4
Type: Research Article
ISSN: 1757-9880

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Abstract

Subject area

Mobile marketing.

Study level/applicability

Undergraduate and Graduate levels.

Case overview

Driven by the ongoing evolution in mobile technologies and the increasing penetration of smart phones, the use of the mobile medium for marketing purposes is becoming more and more popular across industries. This case study presents an overview of the mobile marketing ecosystem embedded in the story of the transition of Turkcell from a traditional carrier into a leading mobile services provider. The aim is to familiarize the reader with the benefits and challenges of using the mobile medium for marketing communications and provide lessons from Turkcell experience for success in mobile marketing.

Expected learning outcomes

Develop a comprehensive understanding of the concept of “mobile marketing” and the current state of mobile technologies; develop a general knowledge of various types of mobile marketing applications; have a general knowledge and understanding of the consumer-centric value propositions of mobile marketing; gain a perspective on the nature and dynamics of mobile business environment and have the chance to examine real-market campaigns that leverage unique properties of the mobile medium.

Supplementary materials

Teaching notes.

Details

Emerald Emerging Markets Case Studies, vol. 1 no. 1
Type: Case Study
ISSN: 2045-0621

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Article
Publication date: 28 October 2013

Mark Durkin, Pauric McGowan and Niall McKeown

The purpose of this paper is to address the current deficit in the literature on social media adoption within a small to medium-sized enterprise (SME) context. The authors…

Abstract

Purpose

The purpose of this paper is to address the current deficit in the literature on social media adoption within a small to medium-sized enterprise (SME) context. The authors adopt an action research methodology and through in-depth case analysis of eight SME cases aim to develop a theoretical model through which more effective social media adoption by SMEs can be better understood.

Design/methodology/approach

In this study a deep and enduring engagement between the research team and eight small to medium-sized firms over a period of two years, from 2009-2011, informed the emergence and development of a theoretical model. In this research, using an action research methodology, the authors examine the nature and character of the challenges being faced by SME owner/managers as they consider adopting and utilising social media for commercial advantage and the evolution of the model through this engagement.

Findings

The insights gained from the case companies indicated a variety of different approaches to social media adoption which often varied by organisational context and staff competency level. A universally common motivator for thinking about social media adoption was that the case companies shared an anxiety were they not to adopt what was perceived to be a new essential tool for business growth. Little evidence was found in the cases of such adoption behaviour being driven by a purposeful or thoughtful agenda through which value could be added to the customer experience.

Research limitations/implications

Implications cluster around issues of customer orientation in the case companies under study and the extent to which owner/managers are seduced by the capability of new technology without thinking through the way in which such new technology might add value to customers. This raises an imperative for further research in the specific area of social media adoption behaviours in SMEs and more generally at the marketing/technology interface. Limitations of this study include the relatively small sample and the locus of the study being confined to Ireland.

Practical implications

At the level of practice there are significant implications for decision makers in small firms to become more attuned to how technology can meaningfully add value to the customer experience. For educators, trainers and consultants there are implications for a more questioning and critical perspective to be undertaken when advising owner/managers on the merits of new technology adoption.

Originality/value

The paper adds to the growing literature in social media adoption but is distinctive given the longitudinal nature of the study and the evolution of a model that identifies and describes the issues uncovered in the world of the SME practitioner with respect to the new world of social media.

Details

Journal of Small Business and Enterprise Development, vol. 20 no. 4
Type: Research Article
ISSN: 1462-6004

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Article
Publication date: 14 September 2015

Aaron Gazley, Adam Hunt and Lachlan McLaren

This paper aims to empirically test a conceptual model, analysing the effects that features of mobile phone location-based advertising (MLBA) services (customisation…

Abstract

Purpose

This paper aims to empirically test a conceptual model, analysing the effects that features of mobile phone location-based advertising (MLBA) services (customisation, permission and intrusiveness) have on attitudes and purchase intentions, using the theory of interactive advertising. In addition, the moderating effect of receiving such messages at point of purchase (POP) is assessed.

Design/methodology/approach

Scenario-based online surveys were used, which manipulated the timing and levels of customisation of the message. Responses were received from 422 “net generation” consumers.

Findings

Customisation, permission and intrusiveness all have a direct effect on consumer attitudes towards MLBA messages, and subsequently purchase intention. In addition, receiving such messages at POP strengthens the relationships between intrusiveness and attitudes, but surprisingly weakens the effect of customisation on attitudes.

Research limitations/implications

Future research could consider more widespread product categories and try to measure actual behaviour. There is also potential to investigate mobile relationship marketing.

Practical implications

Through permission, consumers can control the flow of messages and customise the messages they receive. While consumers benefit greatly, managers also gain opportunities through facilitating co-creative functions. These efforts will be in vain, however, if the consumer perceives the messages to be intrusive.

Originality/value

While there is much research that looks at the impact of interactive advertising features on attitudes and behaviour, research has yet to consider these factors in an MLBA context. In addition, it has not considered how providing such messages at POP can influence these relationships.

Details

European Journal of Marketing, vol. 49 no. 9/10
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 8 June 2015

Hyunjoo Im and Young Ha

This study aims to investigate determinants of permission-granting intention of consumers based on transaction utility theory. The study also was designed to investigate…

Abstract

Purpose

This study aims to investigate determinants of permission-granting intention of consumers based on transaction utility theory. The study also was designed to investigate the role of two individual characteristics, coupon proneness and fear of spamming as well as gender difference. Mobile coupons have quickly become an important marketing tactic. However, our understanding of mobile coupon usage is limited because previous studies of coupon usage do not examine key characteristics of new technology-based coupons. Therefore, research in this specific context is necessary.

Design/methodology/approach

An online survey was used and US adult consumers (N = 658) were recruited to empirically test the model. The data were analyzed using structural equation modeling.

Findings

Results provided support for the proposed model. The data confirmed the evaluation process of a potential transaction using mobile coupons hypothesized based on transaction utility theory. Gender differences were tested using multi-group analysis. There was a significant difference between females and males. Overall, negative factors, fear of spamming and perceived risk, played a more important role in the model for females than males.

Originality/value

The study provided theoretical support for transaction utility theory in the context of mobile coupon usage decision. Also, the study advances understanding of unique issues of mobile coupon marketing by addressing permission-granting intention and gender difference in the process of evaluation.

Details

Journal of Research in Interactive Marketing, vol. 9 no. 2
Type: Research Article
ISSN: 2040-7122

Keywords

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