Brand in the Hand: A Cross-Market Investigation of Consumer Acceptance of Mobile Marketing Harvard Case Solution & Analysis

Given the great possibility of developing marketing campaigns delivered via mobile devices as well as the evolution of near-field communication technologies, this study examines factors influencing consumers' recognition of untethered, or cellular, marketing across three influential markets: the USA, China, and Europe. We examine the extent to which the utility of mobile information/programs and individual characteristics-namely innovativeness, personal attachment, and hazard avoidance-jointly influence attitudes toward mobile marketing, and the way the latter affects consumers' mobile promotion action across three big and powerful markets.

We found consumer innovativeness perceived usefulness, and personal affection to directly influence attitudes toward mobile advertising in all three markets. In Europe and China, threat avoidance also negatively influences attitudes toward mobile marketing. These individual features should be viewed by marketers seeking to construct and maintain customer relationships via mobile platforms as levers brands can press to amplify consumers' acceptance of mobile marketing.

PUBLICATION DATE: September 15, 2012 PRODUCT #: BH492-PDF-ENG

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Brand in the Hand: A Cross-Market Investigation of Consumer Acceptance of Mobile Marketing

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