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Abstract

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 slightly
weaker relationship between a consumer’s level of involvement with their mobile phone and their
adoption of mobile phone marketing was found.
Practical implications – This research provides companies with important insights into the factors
that may encourage or deter consumer acceptance of this new form of direct marketing.
Originality/value – The value of this study derives from its novel use of an established innovation
framework, combined with an assessment of product involvement, to examine consumer perceptions
of mobile phone marketing.

Item Type:	Article
Authors/Creators:	Roach, G
Keywords:	Mobile communications, Marketing, Consumer behaviour, Product innovation, Australia
Journal or Publication Title:	Direct Marketing: An International Journal
ISSN:	1750-5933
DOI / ID Number:	10.1108/17505930910964786
Additional Information:	Copyright 2009 Emerald
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