Purpose – Smartphone adoption by consumers is increasing exponentially, and presents marketers with many new opportunites to reach and serve customers. However, are consumers ready for mobile marketing through their smartphones? This study aims to investigate consumers' willingness to accept marketing through their smartphones.Design/methodology/approach – The study is based on an online survey of 428 respondents. The data is analyzed through ANOVA and regression analysis.Findings – The results indicate that consumers' shopping style, brand trust, and value are key motivations for engaging in mobile marketing through their smartphones. Further research should focus on specific tactics marketers use to engage customers beyond marketing messages, that is, how they engage customers in dialogue to build relationships, encourage purchases and build loyalty. This could reveal how customers really want to engage in mobile marketing.Research limitations/implications – This research adds to the growing body of evi...

Innovative mobile marketing via smartphones

Purpose




The purpose of this paper was to examine the intention to adopt mobile banking services among Generation Y consumers using the unified theory of acceptance and use of technology Unified Theory of Acceptance and Use of Technology (UTAUT) model.




Design/methodology/approach




The paper investigated responses from a particular sub-group of Generation Y consumers that is college or university students. The final sample collected was 347 cases, representing a response rate of 90.4 per cent. Two sets of analyses were performed: multiple regression analyses testing the extended UTAUT model and a mediated regression analysis testing the intervening effect of performance expectancy (PE) on the relationship between effort expectancy (EE) and behavioural intention.




Findings




Multiple regression analysis revealed PE as the strongest predictor, followed by EE, perceived risk and social influence. The prediction model explained 68.3 per cent of the variance in intention to adopt mobile banking. Mediation analysis supported a partial mediation effect of PE on the relationship between EE and intention to adopt mobile banking.




Research limitations/implications




This study examined respondents’ intention to adopt mobile banking instead of their actual behaviour. Understanding behavioural intention is essential, but it may not accurately represent actual behaviour. In addition, results from this study may not be generalisable to the whole population of Generation Y college or university students due to selection bias and a lack of information concerning the sampling frame.




Practical implications




This research identifies the factors that affect the intention to adopt mobile banking among the Generation Y college or university students. Bank operators can use the findings to improve their marketing strategies and services offered to make them more attractive and competitive to students to speed up the mobile banking adoption rate.




Originality/value




This study is one of the few local studies that introduce a practical model of extended UTAUT by including perceived risk to understand the mobile banking adoption intention among millennial generation.

Behavioural intention to adopt mobile banking among the millennial generation

https://kth.diva-portal.org/smash/get/diva2:926795/FULLTEXT01.pdf

Mobile marketing: A literature review on its value for consumers and retailers

Purpose




The purpose of this paper is to characterize the performance of online food delivery companies in Brazil and to analyze the content of the websites of these companies with a view to its use as a site for conducting business transactions.




Design/methodology/approach




This paper used a qualitative and exploratory approach through the collection and analysis of data from a sample of 30 companies operating in the online delivery sector in Brazil. Reviews of their websites have also been conducted through parameters involving aspects of content, usability and functionality.




Findings




The Brazilian main platforms received large foreign investment, growing with the acquisition of companies, making them market leaders. There was a greater presence of these companies on social networks, publicizing and interacting with their customers, increasing business visibility and attracting new prospects. The results of the sites analysis showed that the dimension “content” was the one with the highest incidence of attendance, followed by the dimension “functionality” and then the dimension “usability.” The downside was the access security parameter since only 54 percent of websites showed the use of encryption capabilities and secure site.




Originality/value




The online delivery service is growing rapidly, bringing together innovation and convenience to their customers, coupled with ease of access to mobile phones and internet, that contributed toward the emergence of a large number of platforms that offer this service in Brazil; despite being a relatively new service, its growth was accompanied by a strong sector consolidation process and by the creation of large groups supported by international capital.

/pdf/have-you-chosen-your-request-analysis-of-online-food-1cnwffi2if.pdf

Have you chosen your request? Analysis of online food delivery companies in Brazil

Mobile marketing, also known as wireless marketing, promises vast opportunities. Still in an experimental phase, businesses have little experience using this new marketing tool. Mobile services offer companies powerful marketing potential via direct communication with consumers, anytime and anywhere, but little research on this subject exists. This paper discusses Short Message Services (SMS), which belong to the first and most successful forms of mobile data transmission. Based on a literature review and exploratory qualitative research, this paper defines mobile marketing, describes its most popular application, text messaging, introduces a conceptual model of success factors for implementing mobile marketing, and proposes future research avenues.

An Investigation and Conceptual Models of SMS Marketing

Purpose – The purpose of this paper is to present the findings of a recent study which explored consumer perceptions of mobile phone marketing. Through the application of constructs adapted from traditional innovation and product involvement research, the study examined how a consumer's perception of the relative advantages, compatibility and complexity associated with mobile phone marketing, and their involvement with their mobile phone, influenced their intention to accept marketing communication sent via this channel.Design/methodology/approach – A deductive, quantitative research approach was adopted, where data was collected using a self‐completed questionnaire administered to a sample of 254 university students.Findings – Statistical analysis revealed that a consumer's perceptions of two of the three innovation attributes tested (relative advantage and compatibility) were significantly associated with their acceptance (or adoption) of marketing messages sent via their mobile phone. However, a slight...

Consumer perceptions of mobile phone marketing: A direct marketing innovation

The strategic role of electronic marketing in the Australian museum sector

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Consumer perceptions of mobile phone marketing: A direct marketing innovation

The strategic role of electronic marketing in the Australian museum sector