PL EN


Preferencje help
Widoczny [Schowaj] Abstrakt
Liczba wyników
2021 | 19 | nr 1 (91) Digital Transformation - Marketing, Trade, Consumption | 51--65
Tytuł artykułu

A Review of Customer Acceptance and Mobile Marketing

Warianty tytułu
Przegląd akceptacji klientów i marketingu mobilnego
Języki publikacji
EN
Abstrakty
EN
Purpose: This article aims to organize and classify research on consumer behavior in mobile marketing, namely customer acceptance.

Methods/design: To facilitate the search and synthesis of studies, the first step in the approach is to build a classification model that will be used to synthesize articles and research proposals. In the second step, the author conducted a thorough review and analysis of the content of selected articles from 2014 to early 2019 and removed sections that were not related to consumer acceptance of mobile marketing. In the third step, after an accurate review, the relevant studies were identified. Seventy-eight publications were selected for detailed analysis.

Results: Through classification and analysis, articles are divided into groups of topics: fields in mobile marketing, research models, research methods. The results provided a conceptual framework of mobile marketing materials that can assess the researcher's level of attention for each sub-area.

Research limitations: This study has certain limitations. The classified publications appeared only in a few journals found. Therefore, the synthesis may not cover all the research on consumer adaptation to mobile marketing. Extensive research is essential in the future.

Originality/value: A results framework is analyzed and provided, summarizing the customer acceptance research process as regards mobile marketing. From there on, new research directions are established for the future. (original abstract)
Cel: uporządkowanie i scharakteryzowanie badań nad zachowaniami konsumentów w marketingu mobilnym, a mianowicie nad akceptacją klientów.

Metodologia: aby ułatwić wyszukiwanie i syntezę badań, na pierwszym etapie zbudowano model klasyfikacyjny, który posłużył do syntezy artykułów i propozycji badawczych; na drugim - dokonano dokładnego przeglądu i analizy treści wybranych artykułów od 2014 do początku 2019 roku oraz usunięto sekcje niezwiązane z akceptacją marketingu mobilnego przez konsumentów. Na trzecim etapie, po dokładnym przeglądzie, zidentyfikowano odpowiednie badania. Do szczegółowej analizy wybrano siedemdziesiąt osiem publikacji.

Wyniki: artykuły poprzez klasyfikację i analizę zostały podzielone na grupy tematyczne: obszary marketingu mobilnego, modele badawcze, metody badawcze. Wyniki dostarczyły ram koncepcyjnych dla mobilnych materiałów marketingowych, które mogą ocenić poziom uwagi badacza dla każdego podobszaru.

Ograniczenia/implikacje badawcze: sklasyfikowane publikacje pojawiły się tylko w kilku znalezionych czasopismach. Dlatego synteza może nie obejmować wszystkich badań dotyczących adaptacji konsumentów do marketingu mobilnego. W przyszłości niezbędne są szeroko zakrojone badania.

Oryginalność/wartość: przeanalizowano i dostarczono ramy wyników, które podsumowują proces badania akceptacji klienta w marketingu mobilnym oraz zapewnia ono nowe kierunki badań na przyszłość. (abstrakt oryginalny)
Rocznik
Tom
19
Strony
51--65
Opis fizyczny
Twórcy
  • University of Szczecin
Bibliografia
  • 1. Ahmad, M. (2018). Review of the Technology Acceptance Model (TAM) in internet banking and mobile banking. International Journal of Information Communication Technology and Digital Convergence, 3(1), 23-41.
  • 2. Alzubi, M.M., Al-Dubai, M.M., & Farea, M.M. (2018). Using the technology acceptance model in understanding citizen's behavioural intention to use m-marketing among Jordanian citizen. Journal of Business and Retail Management Research, 12(2), 224-231.
  • 3. Apolinário-Hagen, J., Menzel, M., Hennemann, S., & Salewski, C. (2018). Acceptance of mobile health apps for disease management among people with multiple sclerosis: Web-based survey study. JMIR Formative Research, 2(2), e11977.
  • 4. Arli, D., Sinha, A., Tjiptono, F., Cadeaux, J., & Bucic, T. (2015). Exploring the drivers of customer acceptance of SMS advertising in an emerging market. Paper presented at Australian and New Zealand Marketing Academy Conference (ANZMAC 2015), Sydney NSW, Australia.
  • 5. Babbie, E.R. (2010). The practice of social research (12th ed.). Belmont, CA: Wadsworth Cengage.
  • 6. Bamba, F. & Barnes, S.J. (2007). SMS advertising, permission and the consumer: A study. Business Process Management Journal, 13(6), 815-824.
  • 7. Chang, M.J., Won M.H., & Kim, Y. (2015). A comparison study of smartphone acceptance between Korea and the USA. International Journal of Mobile Communications, 13.
  • 8. Chou, U.H.D., Li, T.Y.D., & Ho, C.T.B. (2018). Factors influencing the adoption of mobile commerce in Taiwan. International Journal of Mobile Communications, 16(2), 117-134.
  • 9. Chutijirawong, N., & Kanawattanachai, P. (2014). The role and impact of context-driven personalisation technology on customer acceptance of advertising via short message service (SMS). IJMC, 12, 578-602.
  • 10. Dix, S., Phau, I., Jamieson, K., & Shimul, A.S. (2016). Investigating the drivers of consumer acceptance and response of SMS advertising. Journal of Promotion Management, 23(1), 62-79.
  • 11. Donga, G., Kadyamatim, A., Zindiye, S., & Chibonda, T. (2018). Consumer acceptance of mobile marketing through mobile phones: A case study of South African university. Information Technology Journal, 17(1), 1-10.
  • 12. Famiyesin, B., & Nwagwu, W.E. (2016). Acceptance of mobile advertising by consumers in public service institutions in Lagos, Nigeria. The Electronic Library, 34(2), 265-288.
  • 13. Groß, M. (2014). Exploring the acceptance of technology for mobile shopping: An empirical investigation among smartphone users. The International Review of Retail, Distribution and Consumer Research, 25(3), 215-235.
  • 14. Habib, K., Abeer, M., & Khaled, A. (2015). Factors influence consumers' adoption of mobile payment devices in Qatar. International Journal of Mobile Communications, 13(6), 670-689.
  • 15. Huang, Y.C., Chang, L.L., & Yu, C.P. (2019). Examining an extended technology acceptance model with experience construct on hotel consumers' adoption of mobile applications. Journal of Hospitality Marketing & Management, 28(8), 957-980.
  • 16. Ismail, M. & Razak, R.C. (2011). A short review on the trend of mobile marketing studies. International Journal of Interactive Mobile Technologies, 5(3), 38-42.
  • 17. Ismail, M.N.I., Hemdi, M.A., Sumarjan, N., & Hanafiah, M.H. (2017). Customer's acceptance, usage and m-satisfaction of Mobile Hotel Reservation Apps (MHRA). Journal of Tourism, Hospitality and Culinary Arts, 9, 425-442.
  • 18. Kiat, Y. Ch., Samadi, B., & Hakimian, H. (2017). Consumer behaviour towards acceptance of mobile marketing. International Journal of Business and Social Science, 8(4), 92-105.
  • 19. Kumar, V., Shareef, M.A., Kumar, U., & Persaud, A. (2016). Promotional marketing through mobile phone SMS: A cross-cultural examination of consumer acceptance. Journal Transnational Corporations Review, 8(1), 1-16.
  • 20. Lamarre, A., Galarneau, S., & Boeck, H. (2012). Mobile marketing and consumer behaviour current research trend. International Journal of Latest Trends Computing, 3(1), 1-9.
  • 21. Leppäniemi, M., Sinisalo, J., & Karjaluoto, H. (2006). A review of mobile marketing research. International Journal of Mobile marketing, 1(1), 30-38.
  • 22. Ma, Q., Chan, A.H.S., & Chen, K. (2016). Personal and other factors affecting the acceptance of smartphone technology by older Chinese adults. Applied Ergonomics, 54, 62-71.
  • 23. Mobile Marketing Association. (2009). MMA updates definition of mobile marketing. Retrieved from https://www.mmaglobal.com/news/mma-updates-definition-mobilemarketing.
  • 24. Palau-Saumell, R., Forgas, S., Sánchez-García, J., & Robre, E. (2019). User acceptance of mobile apps for restaurants: An expanded and extended UTAUT-2. Sustainability, 11(4), 1210.
  • 25. Pedro, P.S., Marisol, C., & José, S. (2019). An empirical examination of adoption of mobile applications in Spain and Portugal, based on UTAUT. International Journal of Mobile Communications, 17(5).
  • 26. Persaud, A., & Azhar, I. (2012). Innovative mobile marketing via smartphones: Are consumers ready?. Marketing Intelligence & Planning, 30(4), 418-443.
  • 27. Pindeha, N., Sukia, N.M., & Sukib, N.M. (2016). User acceptance on mobile apps as an effective medium to learn Kadazandusun language. Procedia Economics and Finance, 37, 372-378.
  • 28. Salem, M.S., & Althuwaini, S. (2018). Mobile advertising and its impact on message acceptance and purchase intention. Journal of Business and Retail Management Research, 12(03), 92-103.
  • 29. Shooter, A.M., Bataineh, A.Q., & Salhab, H. (2016). Building a model for determining the factors affecting mobile marketing acceptance and adoption. International Review of Management and Business Research, 5(3), 986-1005.
  • 30. Siyal, A.W., Donghong, D., Umrani, W.A., Siyal, S., & Bandh, S. (2019). Predicting mobile banking acceptance and loyalty in Chinese bank customers. SAGE Journals, 9(2). https://doi.org/10.1177/2158244019844084.
  • 31. Suhaib, A., Rashida, M., Muhammad, Y., Mohsin, U., & Salman, A. (2015). Mobile marketing: Acceptance of the SMS ads in Pakistan. VFAST Transactions on Education and Social Sciences, 6(1), 39-49.
  • 32. Suher, H.K., & Ispir, N.B. (2011). Permission based mobile marketing and MS Ad avoidance. Journal of Yasar University, 6(21), 3633-3647.
  • 33. Varnali, K., & Toker, A. (2011). Mobile marketing research: The-state-of-the-art. International Journal of Information Management, 30, 144-151.
  • 34. Wong, A.T.T. (2018). A study of consumer acceptance of mobile payment services in Hong Kong. Journal of Economics, Management and Trade, 21(3), 1-14.
  • 35. Yang, H. (2014). Bon appétit for apps: Young American consumers' acceptance of mobile applications. Journal of Computer Information Systems, 53, 85-95.
  • 36. Yang, H., & Park, J. (2019). A study of the acceptance and resistance of airline mobile application services: With an emphasis on user characteristics. International Journal of Mobile Communications, 17(1), 24-43.
  • 37. Yousra, B., Ahmed, T., & Hakim, M. (2019). Drivers of SMS advertising acceptance: A mixed-methods approach. Journal of Research in Interactive Marketing, 13(1), 96-118.
Typ dokumentu
Bibliografia
Identyfikatory
Identyfikator YADDA
bwmeta1.element.ekon-element-000171625612

Zgłoszenie zostało wysłane

Zgłoszenie zostało wysłane

Musisz być zalogowany aby pisać komentarze.
JavaScript jest wyłączony w Twojej przeglądarce internetowej. Włącz go, a następnie odśwież stronę, aby móc w pełni z niej korzystać.