Consumer perspectives on mobile advertising and marketing

Document Type

Conference Proceeding


Faculty of Business and Public Management


School of Management




Standing, C., Benson, S., Karjaluoto, H. (2005). Consumer Perspectives on Mobile Advertising and Marketing. Proceedings of ANZMAC 2005. Perth: University of Western Australia. Conference website available here.


Mobile marketing is set to make a big impact in Australia. However, experience from the use of email for marketing purposes demonstrates that there are a number of pitfalls that companies can fall into and which consumers react badly to. The paper examines various theoretical approaches that can be used to investigate effective m-marketing strategies. We use an adapted version of the unified view of user acceptance of IT to determine the factors that impact on the intention to participate in m-marketing. A survey of mobile phone users shows that consumers view the benefits of m-marketing as saving money, saving time and providing useful information. Consumers think that granting permission is an important factor in a decision to participate in mmarketing. In addition, financial incentives can substantially improve the level of participation. It would appear that the effort and time involved in processing m-marketing messages are not important factors in the decision to participate in m-marketing schemes.