Added by Chanaka.j, 7 weeks ago

• Location: somewhere

Purpose – A conceptual model is developed 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. We empirically test our
model across three European countries and gender.
Methodology/approach – Data is 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, we find
that the more experienced consumers become with mobile marketing, the less influence of
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 – The first international empirical investigation of the different antecedents
of permission based mobile marketing.