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Hanken School of Economics 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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