The global mobile phone market is fast-growing due to advancements in third-generation technologies. Given their high penetration rate, mobile phones are emerging as a significant marketing medium in that they allow for direct interaction with consumers anytime, anywhere. This conceptual paper makes an important contribution by adding to current understanding of this new field. The research objective was to identify the critical issues faced by mobile phone marketers and the key factors that influence consumer attitudes. The key drivers of consumer attitudes toward mobile marketing are posited as perceived entertainment, credibility, reward, technological familiarity, and message frequency. Consumer shopping orientation is posited to act as a mediator, and age, gender and education also have an influence. The authors are currently undertaking an empirical study to verify these propositions, the results of which will be presented at the conference.
Proceedings of 'Sustainable management and marketing', the Australian and New Zealand Marketing Academy Conference (ANZMAC 2009), Melbourne, Victoria, Australia, 30 November-02 December 2009 / Dewi Tojib (ed.)