Got To Get You Into My Life: A qualitative investigation into opt-in marketing SMS messages
This qualitative study investigates the promise of mobile marketing and the negative attitudes that millennials express toward it. The literature review shows the dominance of the Technology Acceptance Model and quantitative methodologies in understanding consumer acceptance of marketing text messages. Rather than predict acceptance, this study seeks to understand the context of the phone as an environment within which millennials ask to receive marketing messages. Specifically, it explores the meaning to millennials attribute to their phone texting space, the content of this space and why they choose to opt in to corporate messages (vs. personal messages). We find that privacy concerns and negative attitudes toward messages are mitigated when a brand is seen as a part of the consumers’ digital and social identity. The scholarly implication of this work is that specific brands as well as consumer brand engagement should be included in models assessing technology acceptance. The practical implication of this research is that opt-in to SMS is an invitation by the consumer to the brand to enter their self-created social network. It is a potential indicator of customer loyalty and deep brand engagement.
Ajzen, I., and M. Fishbein (1980). Understanding Attitudes and Predicting Social Behavior, Pearson: New York.
Alton, L. (2017). “How Do Millennials Prefer to Communicate?”, available at https://www.forbes.com/sites/larryalton/2017/05/11/ /2/#7beaf2812a96.
Andrews, M., J. Goehring, S. Hui, J. Pancras, and L. Thornswood (2016), "Mobile Promotions: A Framework and Research Priorities," Journal of Interactive Marketing, 34: 15-24.
Aslam, W., M. Batool, and Z. U. Haq (2016). "Attitudes and Behaviour of the Mobile Phones Users towards SMS Advertising: A Study in an Emerging Economy," Journal of Management Sciences, 3 (1): 63-80.
Bagozzi, R.P. (2007). "The Legacy of the Technology Acceptance Model and a Proposal for a Paradigm Shift," Journal of the Association for Information Systems, 8 (4): 243-254.
Bamoriya, H., and R. Singh (2012). "SMS Advertising in India: Is TAM a Robust Model for Explaining Intention?" Organizations and Markets in Emerging Economies, 3 (1): 89-101.
Barth, S., and M. de Jong (2017). "The Privacy Paradox–Investigating Discrepancies between Expressed Privacy Concerns and Actual Online Behavior–A Systematic Literature Review," Telematics and Informatics, In Press, available at http://ac.els-cdn.com/S0736585317302022/1-s2.0-S0736585317302022-main.pdf?_tid=ec59c12a-6642-11e7-af21-00000aacb35d&acdnat=1499782507_f1ccb9ce825d788f8699f0621266716a.
Basheer, A., and A. Ibrahim (2010). "Mobile Marketing: Examining the Impact of Trust, Privacy Concern and Consumers' Attitudes on Intention to Purchase," International Journal of Business and Management, 5 (3): 28-41.
Bauer, H.H., T. Reichardt, S.J. Barnes, and M.M. Neumann, (2005). "Driving consumer acceptance of mobile marketing: A theoretical framework and empirical study," Journal of Electronic Commerce Research, 6 (3): 181-192.
Belk, R. (2016). "Extended Self and the Digital World," Current Opinion in Psychology, 10: 50-54.
------, (2014). "The Extended Self Unbound." Journal of Marketing Theory and Practice, 22 (2): 133-134.
Beneke, J., G. Cumming, A. Stevens, and M. Versfeld (2010). "Influences on Attitude toward Mobile Text Message Advertisements: An Investigation of South African Youth," International Journal of Mobile Marketing, 5 (1), available at http://eds.a.ebscohost.com/eds/detail/detail?vid=0&sid=9ef15837-52e8-4592-9054-7969c65fc754%40sessionmgr4010&bdata=JnNpdGU9ZWRzLWxpdmU%3d#AN=55817577&db=mfi.
Bjork, R., B. Palaggi, R. McKee, and K. Flottemesch (2016). "Mobile Audience, Social Media, and Action Research: An Examination of Non-Profits and Mobile Engagement." Proceedings of the Academy of Organizational Culture, Communications and Conflict, 21(1): 10.
Blumer, H. (1969). Symbolic Interactionism: Perspective and Method, Berkeley: University of California Press.
Carter, M.J. and C. Fuller (2015).“Symbolic interactionism”, available at Sociopedia.isa, DOI: 10.1177/205684601561.
Cheng, J., C. Blankson, E. Shih-Tse Wang, and L. Shui-Lien Chen (2009). “Consumer Attitudes and Interactive Digital Advertising,” International Journal of Advertising, 28 (3): 501-525.
De Silva, V., and J. Yan (2017). "What Drives Consumers to Accept M-ads on Their Hand-Held Devices? A Literature Review, Insights and Propositions for Emerging Markets." International Journal of Marketing Studies 9 (2): 160-175.
Dix, S., I. Phau, K. Jamieson, and A.S. Shimul (2017). "Investigating the Drivers of Consumer Acceptance and Response of SMS Advertising," Journal of Promotion Management, 23 (1): 62-79.
Fine, G.A., and S. Kleinman (1983). "Network and Meaning: An Interactionist Approach to Structure,” Symbolic Interaction, (6) 1: 97-110.
Gana, M. A., and H.D. Koce (2016). "Mobile Marketing: The Influence of Trust and Privacy Concerns on Consumers’ Purchase Intention," International Journal of Marketing Studies, 8 (2): 121-127.
Glaser, B.G., and A.L. Strauss (1967). The Discovery of Grounded Theory: Strategies for Qualitative Research, Taylor and Francis Group: London.
Google Scholar (2017). “Mobile Marketing,” available at https://scholar.google.com/scholar?q=mobile+marketing&btnG=&hl=en&as_sdt=0%2C7&as_ylo=2013.
Greenstine, A., A. Lukin, and M. Buzynna (2014). "Mobile Advertisements: Millennials' Perspective", available at: http://www.divaportal.org/smash/get/diva2:723932/FULLTEXT01.pdf.
Grewal, D., Y. Bart, M. Spann, and P.P. Zubcsek (2016). "Mobile Advertising: A Framework and Research Agenda," Journal of Interactive Marketing, 34: 3-14.
Hsiao, C.H., and C. Yang (2011). "The Intellectual Development of the Technology Acceptance Model: A Co-Citation Analysis," International Journal of Information Management 31 (2): 128-136.
Kraus, S. (1995). “Attitudes and the Prediction of Behavior: A Meta-Analysis of the Empirical Literature,” Personality and Social Psychology Bulletin, 21 (1): 58-75.
Kruger, D.J., and J.M. Djerf (2017). "Bad Vibrations? Cell Phone Dependency Predicts Phantom Communication Experiences," Computers in Human Behavior, 70: 360-364.
Leppaniemi, M. and H. Karjaluoto (2008). Exploring the Effects of Gender, Age, Income and Employment Status on Consumer Response to Mobile Advertising Campaigns,” Journal of System and Information Technology, 10(3), 251-265.
Liedtka J. (2014). "Innovative Ways Companies are using Design Thinking," Strategy & Leadership, 42 (2): 40–45.
MarketsandMarkets (2016). “"Mobile Marketing Market by Solution (SMS, MMS, Push Notifications, Mobile Emails, QR Codes, Mobile Web), by User Type (SMB and Large Enterprise), by Vertical (Retail and E-commerce, Travel & Logistics, Automotive) & by Region - Global Forecast to 2021", available at: http://www.marketsandmarkets.com/PressReleases/mobile-marketing.asp.
Merisavo, Marko, Sami Kajalo, Heikki Karjaluoto, Ville Virtanen, Sami Salmenkivi, Mika Raulas, and Matti Leppäniemi (2007). "An empirical study of the drivers of consumer acceptance of mobile advertising," Journal of Interactive Advertising, 7 (2): 41-50.
Molotch, H., and M. Lester (1974). "News as Purposive Behavior: On the Strategic Use of Routine Events, Accidents, and Scandals," American Sociological Review (1974): 101-112.
Nysveen, H., P.E. Pedersen, and H. Thorbjørnsen (2005). "Intentions to Use Mobile Services: Antecedents and Cross-Service Comparisons," Journal of the Academy of Marketing Science, 33 (3): 330-346.
Olarte-Pascual, Mª, J. Pelegrín-Borondo, E.M. Reinares-Lara, and Mª Sierra-Murillo, (2014). "La publicidad en el teléfono móvil: tres grupos de clientes, veintisiete recomendaciones de actuación," Universia Business Review, 41.
Olesen, V., N. Droes, D. Hatton, N. Chico, and L. Schatzman (1994). "Analyzing Together: Recollections of a Team Approach," Analyzing Qualitative Data, Ed(s). Alan Bryman & Robert Burgess, London, UK: Routledge.
Pak, M. (2014). "The Digital Self: Boundaries and Fusions," Journal of Marketing Theory and Practice, 22 (2): 141-142.
Pew Institute (2015). “Mobile Messaging and Social Media 2015, available at: http://www.pewinternet.org/2015/08/19/mobile-messaging-and-social-media-2015.
Qader, I., Al Khalid, and A. Omar (2013). "The Evolution of Experiential Marketing: Effects of Brand Experience among the Millennial Generation," International Journal of Academic Research in Business & Social Sciences, 3 (7): 331-340.
Saleh, K. (2015). “Global Mobile Ad Spending – Statistics and Trends.” Invesp, available at: https://www.invespcro.com/blog/mobile-ad-spending.
Sanakulov, N., and H. Karjaluoto (2015). "Consumer Adoption of Mobile Technologies: A Literature Review," International Journal of Mobile Communications, 13 (3): 244-275.
Sanz-Blas, S., C. Ruiz-Mafé, and J. Martí-Parreño (2015). "Message-driven factors influencing opening and forwarding of mobile advertising messages," International Journal of Mobile Communications, 13 (4): 339-357.
Shadkam, M. (2017). "Consumer's Attitude to Receive and Response to SMS advertising." International Journal of Business Information Systems 24 (1): 69-90.
Sheth, J.N., and M.R. Solomon (2014). "Extending the extended self in a digital world," Journal of Marketing Theory and Practice, 22 (2): 123-132.
Silva, L. (2007). "Post-Positivist Review of Technology Acceptance Model," Journal of the Association for Information Systems 8 (4): 255-226.
Ström, R., M. Vendel, and J. Bredican (2014). "Mobile marketing: A literature review on its value for consumers and retailers," Journal of Retailing and Consumer Services, 21 (6): 1001-1012.
Tekkanat, E. and M. Topaloglu (2016). "The Study of Customer Attitudes towards SMS Advertisements." Procedia Economics and Finance 39: 32-38.
Tsang, M.M., Shu-Chun Ho, and T. Liang (2004). "Consumer Attitudes toward Mobile Advertising: An Empirical Study." International Journal of Electronic Commerce, 8 (3): 65-78.
Unni, R. and R. Harmon (2007). "Perceived Effectiveness of Push vs. Pull Mobile Location Based Advertising," Journal of Interactive Advertising, 7.2: 28-40.
Watson, C., J. McCarthy, and J. Rowley (2013). "Consumer Attitudes towards Mobile Marketing in the Smart Phone Era," International Journal of Information Management, 33 (5): 840-849.
Xiao, W., L. Peng, and J. Quan (2014). "An Explorative Study of the Effectiveness of Mobile Advertising." (2014), available at: http://aisel.aisnet.org/cgi/viewcontent.cgi?article=1092&context=whiceb2014)
Zhang, J., and E. Mao (2007). "Understanding the Acceptance of Mobile SMS Advertising among Young Chinese Consumers," Psychology & Marketing 25 (8): 787-805.
- There are currently no refbacks.