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How the Smartphone Is Changing College Student Mobile Usage and Advertising Acceptance: A Seven-Year Analysis
Unformatted Document Text:  The role of incentives as a provider of economic benefit and motivator for consumers to accept mobile advertising and messages has been investigated by several researchers. Rettie and Brum (2001) found that monetary benefits affected willingness to receive mobile text messages. Barwise and Strong (2002) found that the motivation to accept mobile advertising through the receipt of an incentive was impacted by the age of the consumer. Younger consumers were more inclined to accept mobile advertisements than older consumers when given an incentive. A Nokia-sponsored survey of 3,300 people across 11 global markets in 2002 found that 86% of respondents agreed there should be a trade-off for accepting ads on their mobile phones. The study found that the core mobile phone market (ages 16 to 45) is receptive to experiencing mobile marketing in the form electronic coupons, especially if the user receives a reward (Pastore, 2002). Tsang et al. (2004) noted that providing incentives can increase the intention to receive SMS or text-based mobile advertisements (p7). The researchers examined the link between consumer attitude, intention and behavior in relation to mobile marketing. Through their investigation of Taiwan samples, they suggested that mobile advertising should require consumers’ permission, and that entertainment and incentives are important variables to improving mobile advertising attitudes. Standing, Benson and Karjaluoto (2005) found that the intention to participate in mobile marketing is higher when incentives are offered and that financial incentives can substantially improve the level of participation. Text message advertising is thought to be most effective when it invites a response and includes an incentive (Rettie, Grandcolas & Deakins, 2005). The researchers noted that advertising intrusiveness, long recognized as a cause of annoyance that negatively affects consumer attitudes, can be mitigated by the relevance and added value (discounts or special offers) of SMS advertising, which, consequently, can increase advertising acceptance. Coupons, rebates, price packs, and contests are heavily employed by advertisers. Drosos and Giaglis (2005) found that mobile text message advertising employs multiple sales promotion techniques that provide consumers with an economic incentive to participate in the mobile advertising campaign. A Mobile Marketing Association survey of more than 11,000 U.S. mobile subscribers found that 11% of 18-24 youth are highly interested in receiving mobile coupons (Mobile 8

Authors: Hanley, Michael.
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The role of incentives as a provider of economic benefit and motivator for consumers to accept 
mobile advertising and messages has been investigated by several researchers. Rettie and Brum (2001) 
found that monetary benefits affected willingness to receive mobile text messages. Barwise and Strong 
(2002) found that the motivation to accept mobile advertising through the receipt of an incentive was 
impacted by the age of the consumer. Younger consumers were more inclined to accept mobile 
advertisements than older consumers when given an incentive. A Nokia-sponsored survey of 3,300 people 
across 11 global markets in 2002 found that 86% of respondents agreed there should be a trade-off for 
accepting ads on their mobile phones. The study found that the core mobile phone market (ages 16 to 45) 
is receptive to experiencing mobile marketing in the form electronic coupons, especially if the user 
receives a reward (Pastore, 2002). Tsang et al. (2004) noted that providing incentives can increase the 
intention to receive SMS or text-based mobile advertisements (p7). The researchers examined the link 
between consumer attitude, intention and behavior in relation to mobile marketing. Through their 
investigation of Taiwan samples, they suggested that mobile advertising should require consumers’ 
permission, and that entertainment and incentives are important variables to improving mobile advertising 
attitudes. Standing, Benson and Karjaluoto (2005) found that the intention to participate in mobile 
marketing is higher when incentives are offered and that financial incentives can substantially improve 
the level of participation. 
Text message advertising is thought to be most effective when it invites a response and includes an 
incentive (Rettie, Grandcolas & Deakins, 2005). The researchers noted that advertising intrusiveness, 
long recognized as a cause of annoyance that negatively affects consumer attitudes, can be mitigated by 
the relevance and added value (discounts or special offers) of SMS advertising, which, consequently, can 
increase advertising acceptance. Coupons, rebates, price packs, and contests are heavily employed by 
advertisers. Drosos and Giaglis (2005) found that mobile text message advertising employs multiple sales 
promotion techniques that provide consumers with an economic incentive to participate in the mobile 
advertising campaign. A Mobile Marketing Association survey of more than 11,000 U.S. mobile 
subscribers found that 11% of 18-24 youth are highly interested in receiving mobile coupons (Mobile 
8


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