《Brand in the hand A cross-market investigation of consumer acceptance of mobile marketing》.pdf

Business Horizons (2012) 55, 485—493 Available online at /locate/bushor Brand in the hand: A cross-market investigation of consumer acceptance of mobile marketing Andrew J. Rohm a,*, Tao (Tony) Gao b, Fareena Sultan b, Margherita Pagani c a College of Business Administration, Loyola Marymount University, Los Angeles, CA 90045-2659, U.S.A. b College of Business Administration, Northeastern University, Boston, MA 02115, U.S.A. c Bocconi University, 20136 Milan, Italy KEYWORDS Abstract Given the great potential of developing marketing campaigns delivered Mobile marketing; via mobile devices and the evolution of near-field communication technologies, this Branding; study examines factors influencing consumers’ acceptance of untethered, or mobile, Marketing marketing across three influential markets: the United States, China, and Europe. We communications; examine the extent to which the usefulness of mobile information/programs and Wireless individual characteristics–—namely innovativeness, personal attachment, and risk communications; avoidance–—jointly influence attitudes toward mobile marketing, and how the latter Consumer acceptance influences consumers’ mobile marketing activity across three large and influential of new technology; markets. We found perceived usefulness, consumer innovativeness, and personal Generation M; attachment to directly influence attitudes toward mobile marketing in all three Global marketing markets. In China and Europe, risk avoidance also negatively influences attitudes