Consumer Perceptions of Marketing and Non-Marketing Communications Received Via Mobile Technolgy

This study examines the acceptance of mobile applications, marketing and non-marketing, among men and women of various age groups, mobile phone usage rates and cell phone attachment groupings. The study found that younger cell phone users were more likely to accept mobile applications. Differences in acceptance by men and women were found in only three of the eight applications tested. Mobile phone users with high usage rates and those with high cell phone attachment scores were also more willing to accept mobile applications

MoreLess

Year of publication:	2012
Authors:	Osman, Kamal M. ; Hamza, Hamza
Publisher:	[S.l.] : SSRN
Subject:	Konsumentenverhalten \| Consumer behaviour \| Marketingmanagement \| Marketing management \| Mobilkommunikation \| Mobile communications