Abstract
Despite the increasing number of companies investing in mobile marketing campaigns, research investigation on the adoption process of mobile marketing from the perspective of consumers has been limited. Although mobile devices are a promising marketing tool, mobile spam (i.e. unsolicited SMS messages) raises privacy concerns relating to the utilisation of the personal and location data used to personalise mobile marketing. The Structural Equation Modeling outputs suggest that the trust, perceived risk, and permissibility (assurance stage) do influence the adoption process of mobile marketing through the perceived innovative characteristics in the persuasion stage.
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