Working Papers, Hanken School of Economics
No 518:
Consumer Responsiveness to Mobile Marketing
Kristina Heinonen ()
and Tore Strandvik ()
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.
Keywords: Consumer responsiveness; mobile marketing communication; relevance; media acceptance; (follow links to similar papers)
21 pages, September 14, 2006
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