Abstract
<p>The rapid proliferation of mobile phones along with the consumers’ acceptance and usage has created new mobile marketing opportunities to business industry. These new technologies and communication devices emerged as new ways of conducting business known as mobile marketing. Mobile marketing allows consumers to access products and services conveniently. It has become new information and an important channel on how consumers gather, and exchange information that has created a huge potential marketing opportunities for business organizations. This development also offered marketers opportunity to promote their services and attract customers’ anytime and anywhere irrespective of distance. The adoption and effective usage have been hindered by issues that bothered on consumers’ trust and privacy concerns. The study found that consumer privacy risk positively influences mobile electronic marketing negatively. The study also found that consumers’ trust and privacy risk will reduce the perception of risks on intention to use mobile marketing as mobile tools. It was further noted that lack of trust was found to be the major hindering factor on mobile marketing applications. To enhance consumers’ trust and privacy concerns about the use of mobile marketing devices, this study suggests that personalization of services will strengthen mobile marketing among consumers’. The paper is structured into three parts: introduction, literature, a conclusion which entails marketing implications and further suggestion.</p>
Highlights
Business firms strive to reach their target audience through available marketing channels such as television, newspapers, electronic media like Facebook, and Twitter; mobile communication media like smartphones, tablets, and iPhones
To enhance consumers’ trust and privacy concerns about the use of mobile marketing devices, this study suggests that personalization of services will strengthen mobile marketing among consumers’
The use of these mobile marketing among business organizations requires consumers’ permission to access the individual profiles with the business organizations. The uses of these consumers’ profiles by business organizations have raised issues that bothered on consumers’ permission, trust and privacy risk that served as impeding factors to the use of mobile marketing applications on the market (Teo & Liu, 2007)
Summary
Business firms strive to reach their target audience through available marketing channels such as television, newspapers, electronic media like Facebook, and Twitter; mobile communication media like smartphones, tablets, and iPhones. Keen competition in the global market has stress the importance of mobile marketing among business organizations (Vivek, Beatty, & Morgan, 2012) The use of these mobile marketing among business organizations requires consumers’ permission to access the individual profiles with the business organizations. Allows consumers to access business organization marketing activities personally and conveniently irrespective of time and distance The use of these technological applications by business organizations has enhanced relationship marketing but served as a threat to consumer purchase intentions that bothered on the individual invasion of privacy and intrusiveness (Muk, 2007). Make attempts to get better value for their marketing investments in a rapidly changing marketing environment Use of these mobile applications by business organizations to enhance customer-business relationship has been impeded by consumers’ privacy concerns and trust (Leppaniemi et al, 2008). In response to these research gaps and future investigation, this study, aims to reveal past empirical evidence to examine the influence of customer trust and privacy concerns as they affect consumers’ purchase decision with regards to mobile marketing
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