Consumers un-tethered: A three-market empirical study of

consumers' mobile marketing acceptance

Introduction
New developments in mobile technologies have begun to turn the mobile device into an innovative,
powerful platform with which to engage consumers. Indeed, the significant growth in the worldwide
penetration of mobile phones has fueled the growth of mobile marketing spending and focused
marketers' attention toward building and promoting brand presence on mobile devices, creating a
marketing platform referred to as ‘brand in the hand’ . In this study, we define mobile marketing as a set
of programs and practices that firms employ to communicate and engage, in an interactive manner, with
consumers and enable them to access information, download content, or purchase products on mobile
devices. This definition underscores the potential for companies to conduct branding, marketing
communications, and other mobile activities specific to the consumer's current context, time, and
location. Scholars have examined the uniqueness of the mobile marketing platform with respect to
traditional, and even fixed-Internet, media along two dimensions: that it involves a high degree of
interactivity, and that its marketing content and messages can be based on one's location. Past research
also suggests firms can deliver advertising and other location-based promotions to consumers, in effect
rendering the marketing content contextually valuable. In recent years, mobile communications have
received increased attention from the academic community, as represented by the growing number of
publications on drivers impacting adoption and/or diffusion of mobile services.

The portable and personal attributes of the mobile device separate it from other electronic devices and
serve to distinguish mobile marketing from both online and offline marketing. Considering the trade-offs
between benefits and risks, consumers' acceptance of mobile marketing practice requires conscious,
deliberate cognitive efforts, and as such, it may represent a case of reasoned action regarding consumer
acceptance. Thus, we suggest that theories such as TAM and TRA apply in the context of consumers'
acceptance of mobile marketing. In line with previous studies that have examined the relationship
between perceived ease of use, perceived usefulness, and attitude toward information technologies ,
we propose that: We examine how these individual variables jointly influence consumers' perceived
usefulness of mobile devices is positively related to their attitude toward mobile marketing. The
construct personal attachment refers to the extent to which consumers view their mobile phone as an
integral part of their life and seek to personalize it with unique content as a way to present their devices
as an extension of the self. Personal attachment with the mobile device positively influences consumers'
attitude toward mobile marketing. As personal attachment increases, the effect of perceived usefulness
on consumers' attitude toward mobile marketing decreases.. Attitude, acceptance, and activity related
to mobile marketing

Consumers' attitudes, acceptance of, and behavior related to mobile marketing are the key outcome
variables in this study. Attitude is a central concept in marketing, particularly with respect to emergent
forms of marketing communications and commerce. Fishbein and Ajzen define attitude as a learned
predisposition, based on which individuals respond to stimuli in various ways.

Methodology
This study is based on data collected from identical written surveys administered to young mobile phone
users in three global markets in late fall of 2009 and early Spring of 2010.Y consumers was based on the
widespread usage of mobile devices for communications and data services among the youth market.

Prior to administering the survey, it was reviewed by three outside executives familiar with mobile
marketing practice as well as research assistants and visiting scholars for clarity and applicability to the
topic being investigated. The survey responses were as follows: for the U.S. sample, 430 responses were
obtained; for the China survey, 456 responses were obtained; and for the Europe survey, 450 responses
were obtained. The data reported is based on respondents who answered all questions used in the
study. We tested the main effects in a structural equation model using LISREL 8.8 for the U.S., China, and
Western Europe samples, respectively. The fit indices in all three tests show adequate fit between the
conceptual model and the data. All seven main effect hypotheses were supported in the China and
Western Europe samples and all but one was supported in the U.S. sample. Aside from estimating
market-specific SEM models, we also tested the across-market equivalence of all parameter estimates.

In this study, we investigate the effects of technology attributes and individual characteristics on
consumers' attitudes toward mobile marketing and self-reported mobile marketing activity among
young consumers in the U.S., China, and Western Europe. Interestingly, we found that results from the
U.S., China, and Western Europe samples were largely similar. The seven proposed main effects were all
supported in the China and Western Europe samples and all but one were supported in the U.S. sample
theoretical implications. Taking into account past research examining cultural differences along the
dimensions of uncertainty avoidance and collectivism, these findings indicate cross-market similarities
and differences in consumer responses to mobile marketing programs. On the one hand, the Gen Y
respondents in these three markets show surprising similarities regarding the relationships among
technology acceptance factors, individual characteristics, attitudes toward and acceptance of mobile
marketing, and related mobile marketing activity.

Association as well as regulatory agencies such as the U.S. Federal Trade Commission stress the
importance of consumer choice and consent with respect to permission-based or opt-in marketing in the
wireless space. Against this background, our findings point to the central role of permission-based or
opt-in approaches to the continued acceptance and growth of companies' mobile marketing efforts
managerial implication. Our findings suggest several implications for companies and brands developing
global marketing communications and mobile marketing strategy. Foremost, managers should recognize
the similarities apparent from this study related to the relationships between technology acceptance,
individual characteristics, youth consumers' attitudes toward and acceptance of mobile marketing, and
related mobile marketing activity.
This study illustrates how perceived ease of use and perceived usefulness are central to the continued
acceptance of mobile marketing.

In general, the importance of ease of use and usefulness in relation to wireless devices is illustrated by
the concurrent growth of smartphone penetration and usage and the growth of mobile marketing
campaigns and applications.