Abstract
While mobile marketing is widely practised in developed countries, this is not always the case for developing countries, such as Jordan, where the acceptance level for mobile marketing remains low. This study aims to uncover the predictors for the behaviour of Jordanian customers with regard to the acceptance of mobile marketing. For this purpose, a questionnaire based on quantitative research was conceived. This investigation involved the unified theory of acceptance and use of technology (UTAUT2), which was extended to include two additional variables: ‘trust’ and ‘risk’. For the empirical testing of the model, data was collected from 321 respondents, and the hypotheses were tested through variance-based structural equation modelling. SmartPLS 3.0 was used to analyse the data. The findings from this study suggest that performance expectancy, effort expectancy, hedonic motivation, social influence, price value, facilitating conditions, habit and risk significantly influence the behavioural intention of customers regarding the adoption of mobile marketing. On the other hand, the trust factor was found to be an insignificant predictor in this area.
Highlights
Mobile marketing can be defined as ‘the use of wireless media as integrated content delivery and direct-response vehicle within a cross-media marketing communications program’.1 Mobile marketing is gradually gaining ground all over the world
As this is below the benchmark value of 50%, this study can be deemed free of common method bias
The results attained through this investigation confirm that performance expectancy (PE), EE, Social influence (SI), facilitating condition (FC), hedonic motivation (HM), HT, price value (PV) and RK are related to the behavioural intention (BI) to use mobile marketing among Jordanian customers
Summary
Mobile marketing can be defined as ‘the use of wireless media as integrated content delivery and direct-response vehicle within a cross-media marketing communications program’.1 Mobile marketing is gradually gaining ground all over the world. Mobile marketing can be defined as ‘the use of wireless media as integrated content delivery and direct-response vehicle within a cross-media marketing communications program’.1. Mobile marketing is gradually gaining ground all over the world. Most studies on mobile marketing have been conducted in the developed countries.[2,3] in the context of developing countries, such as Jordon, such studies have remained few and far between.[4,5]. Unlike European countries, Jordanian businesses are not required to seek permission from customers before carrying out a mobile marketing campaign. It was observed that the gaining of customer permission, and the positive marketing of Jordon’s Zain Telecomin, delivered optimistic responses from 1.9 million subscribers.[6,7]
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