Marketing and Management on the Internet and Mobile Media
Edited by Teemu Kautonen and Heikki Karjaluoto
Chapter 10: Sources of Trust in Permission-based Mobile Marketing: A Cross-country Comparison
10. Sources of trust in permissionbased mobile marketing: a cross-country comparison Heikki Karjaluoto, Chanaka Jayawardhena, Andreas Kuckertz and Teemu Kautonen MOBILE MARKETING AND THE ROLE OF TRUST The development of new mobile technologies including advanced mobile handsets and network technologies such as 3G, opens up new opportunities in managing customer relationships. This chapter focuses on mobile marketing in the form of text messages as an active direct marketing medium. Particular strengths of the mobile medium include its personal nature and ubiquity, given that for instance in Germany, Europe’s largest economy, the number of mobile phones recently exceeded the total German population (FDA, 2006). Additional beneﬁts of mobile marketing include a high rate of personalization, interactivity and a low cost of reaching large target audiences at the right time and in the right place (Anckar and D’Incau, 2002; Facchetti et al., 2005). These strengths and characteristics of mobile marketing present marketers with many opportunities: for instance, a marketer can send a mobile message that may be able to inﬂuence a recipient mobile user’s imminent purchase. Mobile marketing literature has mainly focused on consumer perceptions of mobile marketing (for example Bauer et al., 2005; Dickinger et al., 2004; Lewis, 2001; Okazaki, 2004), and its eﬀectiveness (for example Barwise and Strong, 2002; Kavassalis et al., 2003; Nysveen et al., 2005). Other areas such as the role of mobile marketing in the integrated marketing communications mix (Karjaluoto et al., 2004; Leppäniemi et al., 2006) and brand building (Rettie et al...
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