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Consumer Responsiveness to Mobile Marketing

Author

Listed:
  • Heinonen, Kristina

    (Swedish School of Economics and Business Administration)

  • Strandvik, Tore

    (Swedish School of Economics and Business Administration)

Abstract

Digital marketing media, such as Internet and mobile phones, are considered to be powerful opportunities to reach consumers by allowing interactivity and personalization of the content and context of the message. This paper explores consumers’ responsiveness to mobile marketing communication. We propose that consumer responsiveness is a function of the perceived relevance of the marketing message and the acceptance of the medium of receiving the message. Two empirical studies conducted in Finland showed that compared to traditional direct mail and commercial email, the responsiveness to mobile marketing was considerably lower. However, some consumers welcome mobile marketing communication.

Suggested Citation

  • Heinonen, Kristina & Strandvik, Tore, 2006. "Consumer Responsiveness to Mobile Marketing," Working Papers 518, Hanken School of Economics.
    • Handle: RePEc:hhb:hanken:0518
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    Cited by:

    1. Shan Du & Hua Li, 2019. "The Knowledge Mapping of Mobile Commerce Research: A Visual Analysis Based on I-Model," Sustainability, MDPI, vol. 11(6), pages 1-26, March.

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