Marketing and Management on the Internet and Mobile Media
Edited by Teemu Kautonen and Heikki Karjaluoto
Chapter 8: The Mediating Effects of Privacy and Preference Management on Trust and Consumer Participation in a Mobile Marketing Initiative: A Proposed Conceptual Model
8. The mediating eﬀects of privacy and preference management on trust and consumer participation in a mobile marketing initiative: a proposed conceptual model Michael Becker and Michael Hanley INTRODUCTION In recent years the adoption of mobile phones and associated voice and data wireless services has swelled, a trend that does not seem to be slowing. Today, there are more than 227 million mobile subscribers in the United States (75 per cent of the population), up from 208 million in 2005 and 182 million in 2004 (CTIA, 2006), and more than 2.5 billion mobile subscribers worldwide. In many industrial countries it is commonplace to see mobile penetration rates exceeding 100 per cent. Current predictions estimate mobile subscriptions to surpass 3.5 billion worldwide by 2008, with much of the growth coming from emerging markets. The growth trend of mobile services adoption has not been overlooked by marketers. Many marketers have recognized that engaging consumers through the mobile channel with personalized, informative and entertaining mobile and mobile-enhanced, traditional media marketing initiatives (Bauer et al., 2005; Becker, 2005; Leppäniemi et al., 2006) can be an eﬀective means of increasing brand awareness, lead generation and revenue. Mobile marketing is no longer a fad; it is here to stay. Mobile marketing programmes will proliferate as more marketers employ mobile and mobileenhanced traditional media programmes (Becker, 2005) to engage their target audiences. Gerry Purdy, a leading mobile industry analyst, notes that ‘the most important medium for advertising in the 21st century is going to...
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