The IRMA Community
Newsletters
Research IRM
Click a keyword to search titles using our InfoSci-OnDemand powered search:
|
Key Issues in Mobile Marketing: Permission and Acceptance
|
|
Author(s): Stuart J. Barnes (University of East Anglia, UK)and Eusebio Scornavacca (Victoria University of Wellington, New Zealand)
Copyright: 2009
Pages: 11
Source title:
Selected Readings on Telecommunications and Networking
Source Author(s)/Editor(s): Jairo Gutierrez (University of Auckland, NZ)
DOI: 10.4018/978-1-60566-094-3.ch024
Purchase
|
Abstract
The growth and convergence of wireless telecommunications and ubiquitous networks has created a tremendous potential platform for providing business services. In consumer markets, mobile marketing is likely to be a key growth area. The immediacy, interactivity, and mobility of wireless devices provide a novel platform for marketing. The personal and ubiquitous nature of devices means that interactivity can, ideally, be provided anytime and anywhere. However, as experience has shown, it is important to keep the consumer in mind. Mobile marketing permission and acceptance are core issues that marketers have yet to fully explain or resolve. This chapter provides direction in this area. After briefly discussing some background on mobile marketing, the chapter conceptualises key characteristics for mobile marketing permission and acceptance. The chapter concludes with predictions on the future of mobile marketing and some core areas of further research.
Related Content
|
Aditi Nag.
© 2025.
38 pages.
|
|
Kapil Sharma, Nikhil Singh.
© 2025.
26 pages.
|
|
Kapil Sharma, Rachna Kathuria.
© 2025.
14 pages.
|
|
Sorabh Gupta, Mitu Sehgal, Rashmi Makkar, Alla Poorna Chandra Reddy, Habib Khan.
© 2025.
34 pages.
|
|
Yogeshwar Prajapati, Krupali Gosai, Omprakash Suthar, Sushil Kumar Singh, Muhammad Talha Usman, Habib Khan.
© 2025.
24 pages.
|
|
Aditi Nag, Anurag Singh Rathore.
© 2025.
38 pages.
|
|
Vishal Jain, Archan Mitra.
© 2025.
24 pages.
|
|
|