Consumer attitudes towards mobile marketing in the smart phone era

What is it about?

This questionnaire-based study confirms the findings from earlier studies in the pre-smart phone era regarding consumers’ negative attitudes towards mobile marketing communications. Attitudes persist despite increasing frequency of use and increased functionality of mobile phones. Consumers perceive their mobile device to be for personal communication, and prefer to be able to exercise control over their interaction with organisations. Findings suggest that acceptance can be enhanced by permission marketing, trust-building, creating a sense of being in control, and useful and entertaining website content. Ease of use, utility and incentives are drivers to continued use whilst lack of knowledge about how-to scan or of the benefits of QR codes may hinder adoption. Recommendations are offered for practice and for further research.

Featured Image

Why is it important?

This study, therefore, proceeds to explore use of and attitudes towards an important pull technology, QR codes. QR codes, two-dimensional barcodes, can be scanned to provide access to websites, information and applications.

Perspectives