Title
Exploring cultural influences on mobile marketing acceptance
Document Type
Article
Publication Date
2021
Abstract
Mobile platforms are increasingly important outlets for marketing communications. Previous work has examined the impact of individual-level characteristics such as attachment, privacy concern, permission and risk avoidance on mobile marketing acceptance in cross-cultural settings. Recent work calls for research to identify the cultural influences that account for market differences. The current work explores the influence of cultural values, measured at the individual level, on two dominant markets, the US and China. Findings indicate uncertainty avoidance and long-term orientation are important antecedents to mobile marketing acceptance. We further clarify the role of individual-level characteristics and find risk avoidance and permission to significantly impact attitudes toward mobile marketing in both markets.
Language
English
Recommended Citation
Pierce, Meghan E. and Jiang, Pingjun, "Exploring cultural influences on mobile marketing acceptance" (2021). Department of Marketing Faculty Work. 5.
https://digitalcommons.lasalle.edu/marketing_faculty/5
DOI
https://doi.org/10.1504/IJIMA.2021.10035068
Comments
Pierce, M., Jiang, P. (2021). Exploring Cultural Influences on Mobile Marketing Acceptance. International Journal of Internet Marketing and Advertising, 15 (1), 1-28.