Marketing Acceptance Research Articles

Exploring cultural influences on mobile marketing acceptance

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.

Exploring cultural influences on mobile marketing acceptance

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.

Exploring the barriers to upscaling the production capacity of the edible insect sector in the United Kingdom

PurposeThis study aims to explore the barriers to upscaling the production capacity of the edible insect sector in the UK and to identify the impact of current regulation on the sector's development.Design/methodology/approachA significant proportion of edible insect-producing companies within the UK were identified through an online market research database and contacted via email to invite them to participate in this study. Phone interviews were conducted with ten companies. Thematic analysis was adopted for data analysis.FindingsThere were five themes identified as barriers to the upscaling of the production for the edible insect sector in the UK: insect feeding materials, production capacity, expertise and knowledge, new product development and regulatory uncertainty.Research limitations/implicationsThis research was based on a qualitative study. Further quantitative research is needed to test the extent of the impact of these five themes on upscaling production capacity. In addition to production capacity, marketing and consumers' acceptance, culture and behaviour can also be considered in future studies.Originality/valueThis study makes a significant contribution to the literature by providing insight on the barriers to upscaling production capacity in the edible insect sector.

Cause-Related Marketing: Do Managers Understand and Use This Tool?

Abstract Design - We relied on data obtained from in-depth interviews with managers. Data categorization allowed the application of the main constructs of the UTAUT model and the unveiling of the level of acceptance of Cause-Related Marketing (CrM) campaigns by managers and its use as a marketing strategy. Purpose – Most of the research on CrM emphasizes the benefits of these campaigns for charities and donors. The purpose of this study is to decode what managers think about CrM campaigns and try to discern and understand the principal motivations, benefits, and inherent risks to implement these campaigns. Findings - Managers recognize CrM benefits mainly relating them with an increase in reputation and image of the company, making it possible to differentiate and increase its notoriety. However, the social nature of this tool is what weights in the most on the decision of managers, since they recognize that being socially responsible is a competitive factor. The greatest constraints identified have to do with the effort on the implementation of the campaign and with the consumer’s scepticism, especially in transactional campaigns. Originality - With this research we were able to realize that there is a misunderstanding between the CrM concept and purely philanthropic marketing, which can somehow inhibit managers from recognizing the potential of this tool. Regarding CrM use, the position of managers shows a clear concern about the importance of harmonizing values between the company and the cause, betting on long-term campaigns with transparent communication and investing in the process of planning, implementing, and monitoring campaigns to improve their performance. This needs to be taken into account in future assessments of CrM campaigns.

Analysis of E-marketing using mobile in development of E-commerce

Following to growing trend of internet and advancement in ICT and along with quick expansion and rising potentials of cellular, it has emerged as a new business and converted into a market with high potential. In other words, internet development and creating of a new space has led to emerging another type of marketing called E-marketing and E-commerce and marketing have gone beyond internet space and Personal Computers (PCs) by ever-increasing expansion of mobile devices and appeared in mobile phones. Fast growth of wireless communication technology caused commerce and mobile internet to penetrate more than ever. No phenomenon has facilities and concerns of wireless technology in history of technology. Wireless communication technology has penetrated into all life aspects and dimensions including commerce and marketing and created many opportunities to create interpersonal relationship with customers in E-commerce world. Number of mobile users has exceeded from 5 billion peoples in the world. Perhaps one of those reasons is this point that mobile phone is no longer a device for conversation, but a means to do types of tasks and activities e.g. playing, awareness of weather conditions, finding routes and roads, access to social media, listening to music and watching movie and also reading news. Mobile promotions have been rapidly developed in E-commerce and various types of them appeared. The enterprises may target certain audiences and users can permanently access to them since individuals are accompanied permanently to their mobile similar to money bag. Despite their advantages, mobile promotions are exposed to many barriers. Among these challenges and barriers these promotions may encounter one could refer to right/ rights of consumers with regard to entering their privacy because mobile phone is deemed as privacy for individuals so one should be careful in this regard. This paper has discussed and defined quality of E-marketing in Section 2 and mentioned marketing and doing transactions by mobile phone via internet in Section 3. It has been concerned with advantages and potentials of mobile trade in Section 4 and barriers and challenges this novel technology encounters in Section 5 and finally a conceptual model has been introduced for factors of acceptance of mobile marketing by community members in Section 6.

Determination of functional, textural and colour properties of market Mozzarella cheese

Mozzarella cheese is one of the most popular members of pasta-filata family cheeses that originated in Italy. There is increasing demand of Mozzarella cheese for preparation of varieties of food products. The various properties such as functional, textural and colour properties of Mozzarella cheese play a vital role in its marketing and consumer acceptance. In the present study, these properties of four brands of market Mozzarella cheese were determined. The stretchability, flowability and meltability of market Mozzarella cheese samples were found statistically significantly different (p

Social media as a platform in academic library marketing: A comparative study

Social media like Facebook have become popular tools for different organizations like libraries in marketing practice. To build relationships with library users, libraries hope social media can engage its user communities actively with their collections, services, and activities. This paper aims at evaluating the effectiveness of using social media as a platform in marketing through a questionnaire on the Facebook page of the University of Hong Kong Libraries (HKUL), comparing the perspectives of students and faculty members. Both the current situation of HKUL's Facebook page and the reasons affecting users' interest and participation in the page are evaluated, in order to suggest better strategies for the library to deal with the needs of library users in the future. Other university libraries can also gain new insights from the study.This research has the following key findings: 1. The marketing practices of HKUL's Facebook page generally did not receive adequate attention and reactions from users; 2. Students were more engaged than faculty members in HKUL's Facebook page, as students use more varieties of library services than faculty members; 3. User needs, social media content, and interactions generally affected user acceptance of the library's Facebook marketing.

Organizational Acceptance of Social Media Marketing: A Cross-Cultural Perspective

ABSTRACT By surveying 115 social media marketing professionals in 17 different countries and regions, this study extends Technology Acceptance Model (TAM) and digital divide research at the organizational level in the cross-cultural context. There are three major findings. First, there are significant differences in perceived ease of use (PEU), perceived usefulness (PU), and behavioural intention (BI) among different types of organizations (U.S. vs. Non-U.S. and global vs. domestic). Second, cultural convergence and cultural divergences theories may complement, instead of contradict, with each other. Finally, second-level digital divide may exist between non-U.S. based domestic organizations and the other three types of organizations.

Leveraging Technology Through Crowdfunding to Ease Barriers of Entry Into the Marketplace

Small businesses and entrepreneurs face barriers to entering new markets, such as access to capital. Crowdfunding is one method for financing new ventures. The purpose of this article is to explore how crowdfunding can ease barriers of entry into new markets. Drawing from strategic management, planning, marketing, and technology acceptance literature, we present a conceptual model to explain the use of crowdfunding by small businesses and entrepreneurs. Factors that impact individuals’ propensity to utilize crowdfunding as a source of capital include ease of use, intention to use, attitudes toward use, and effectiveness.

Consumer Acceptance of Mobile Marketing: A Study of Three Generation Cohorts in Jakarta

This research aims to examine the factors influencing mobile marketing acceptance in three generation cohorts in Jakarta, Indonesia, and to confirm the influence of risk acceptance and personal attachment as antecedent factors toward mobile marketing acceptance with the support of marketing-related mobile activities. This study employs Cronbach’s alpha to test reliability and confirmatory factor analysis (CFA) to test the validity of the questionnaire. Furthermore, this study used simple and multiple regression analysis and mediating analysis and analysis of variance (ANOVA) to examine whether there are any significant differences between three generation cohorts towards risk acceptance, personal attachment, and mobile marketing acceptance. The results show that risk acceptance and personal acceptance significantly affect mobile marketing-related activities, and mobile marketing-related activity has a significant influence toward mobile marketing acceptance. However, among all the variables, only mobile activity related to accessing content significantly mediates personal attachment to mobile marketing acceptance.

Customer acceptance of mobile marketing in Jordan: An extended UTAUT2 model with trust and risk factors

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.

Research on Customer Marketing Acceptance for Future Automatic Driving—A Case Study in China City

This paper investigates the acceptance of intelligent driving vehicles in the Chinese market using Guangzhou City as an example and a field questionnaire investigation based on the innovation diffusion theory. First, we tested the reliability and validity of 2530 effective questionnaires in 2018. Second, the cognition, expectations, technical concerns, and prospective expectations data of consumers with respect to intelligent driving vehicles are analyzed statistically. Finally, T-test and Pearson's correlation analysis is carried out on the intelligent driving vehicle performance parameters and the respondents' basic information. The research shows that consumers are more focused on the developmental prospects of intelligent driving vehicles and express concerns about their technological safety. Furthermore, the acceptance of intelligent driving cars depends on age, the higher the expectation, the sooner to buy an intelligent, and so on. Ninety percentage of the respondents are willing to purchase intelligent driving vehicles and are willing to pay extra money to buy them. This result will provide an objective reference for the government to issue supporting policies and laws regarding intelligent driving vehicles, and it is useful to help the enterprises to adjust their research and developmental directions for intelligent driving vehicles.

Room for Opportunity: Resource Scarcity Increases Attractiveness of Range Marketing Offers

Although marketing offers with flexible price options within a range of two endpoints (i.e., range offers) have been frequently used in various contexts, such as discount ranges, flexible pricing, and deal quotations, our understanding of how consumers react to this pricing strategy is rather limited. The current research suggests that consumers’ reaction to range marketing offers may depend on their general sense of scarcity. Eight studies show that reminders of resource scarcity induce a promotion orientation among consumers, which consequently increases consumers’ favorability toward range marketing offers. This effect is found to strengthen when the range of the offer becomes wider, and to weaken when the range offer cannot provide a better-than-reference outcome. These findings result in novel theoretical insights about the ways consumers react to range marketing offers. From a managerial perspective, this research offers tactics that companies can use to potentially increase the acceptance and effectiveness of range marketing offers.

Internet Marketing Adoption by Iranian Distribution Industry

This article describes how although the internet has become a significant platform for the advancement of marketing strategies and developments, there have been inadequate empirical research efforts concerning its adoption for conducting internet marketing in developing countries, specifically in the Middle East area, and more particularly in Iran. Previous studies investigated internet marketing adoption and acceptance extensively, by employing different theories of new technology adoption in developed countries, while there have been inadequate empirical research efforts concerning its adoption in developing countries. It is widely recognised that the adoption of internet marketing can offer substantial opportunities for Small and Medium Sized Enterprises (SMEs). In developing countries, internet marketing opportunities can be a meaningful approach for SMEs to be able to compete with large businesses and to access, with lowest possible costs, targeted customers.

Architectural profession in India: perception towards service marketing

PurposeSpurred by the internationalization trend, many architectural professional bodies across the globe relaxed their norms related to the acceptance of promotion and marketing within the services. However, in India, the architectural services codes have not reflected any changes. This paper aims to focus on Indian architectural practice and attempts to investigate about the causes of low marketing activities within the practice in the country.Design/methodology/approachThe study is based on a primary research process of data collection through survey administration. Survey is conducted using a close-ended structured questionnaire based on Likert scale technique. The data are analysed using both descriptive and empirical research techniques mainly, factor analysis. The sample is defined using random clustering sampling technique, from the list of architects registered with the professional regulating body of India, i.e. the Council of Architecture.FindingsThe findings of the study are suggestive that architectural firms in India are instinctively practising marketing-related activities, to position their firm to attract clients without formally adopting them. There appears to be a silent routinization of the marketing tasks in the firms. The findings are suggestive of academic and professional ignorance as one of the barriers towards marketing. The findings advocate that recognizing the growing competitive nature of architectural practices in the country, the regulatory and institutional body, Council of Architecture, may retrospect their code of conduct. The results of the present study have a great implication on the architectural education in the country. The findings advocate that the architectural curriculum in the country should be broadened to include the basic knowledge about marketing.Research limitations/implicationsThe present study opens a newer paradigm in the practice of architectural services. It highlights the growing linkages between the field of marketing and architecture. It opens a new area of research where linkages between interdisciplinary fields is an important aspect that needs researchers attention, to have a good model of survival for professional firms in a highly competitive environment.Practical implicationsThe research findings have great implications for the architectural firms that seek to operate in the globally volatile environment. The increasing competitive nature of the architectural services in India demands a dynamic decision and procurement methods that can strategically position firms in the market. Marketing strategies have a significant role in positioning firms and increasing their client base.Originality/valueThe subject of architectural practice and its operation is an under-researched area. The present study makes a strong point for formal involvement of marketing strategies in the promotion of architectural firms in India. The paper attempts to bridge this gap, and the strength of the paper lies in the empirical nature of its investigation.

Trust in ag-related marketing claims: a segmentation with German consumers

PurposeAgricultural-related food marketing claims are gaining in importance. The challenge for the industry is to claim real production characteristics while being in line with consumers’ expectations. Looking at the example of marketing pasture-raised milk year-round and the fact that cows only have access to pasture in summer, the purpose of this paper is to analyse consumer expectations, the potential of deception and the acceptance of more credible marketing strategies.Design/methodology/approachAn online access panel was used for data collection. The data include 310 German milk buyers, who were grouped using cluster analysis to examine the different target groups for the year-round and seasonal marketing of pasture-raised milk.FindingsThe study distinguished two different consumer groups: one with lower expectations accepting year-round marketing (32.5 per cent) and the other with higher demands, who feel deceived by year-round marketing (46.7 per cent). Furthermore, one part of the last group is also sceptical towards the more precise seasonal marketing due to their general scepticism towards ag-related marketing claims.Practical implicationsTo generate consumer trust in ag-related marketing claims, it is beneficial to meet consumers’ expectations. Producers have to decide if they orient their products to more modest or more critical consumer segments. While it is easier to implement lower standards, there is the risk to disappoint (and thereby lose) the most interesting target group of highly involved consumers characterised by some general doubts regarding food marketing claims.Originality/valueThe study is the first to demonstrate the existence of two consumer segments that differ in their expectations towards and acceptance of ag-related marketing claims for food products.

Relationship Marketing and Organizational Performance of Government Parastatals in Nigeria

Improving the efficiency of government parastatals to deliver value to citizens and fulfill their mandate are critical issues. This study investigated the effect of relationship marketing on organizational performance of government parastatals and examined the possible challenges faced in the adopting of relationship marketing. Trust, bonding, reciprocity, communication, empathy and shared value as dimensions of relationship marketing and how they predict performance of government parastatals in Nigeria were looked into. The study utilized survey research design. Stratified random sampling technique and judgmental sampling method were used to select the study participants. Questionnaire was the research instrument for the study, administered to the study participants and with a return rate of 71.5%. Data was analyzed using descriptive statistics of frequency tables, means and standard deviations. The results revealed that the Lagos State Signage and Advertisement Agency has embraced relationship marketing though the implementation cannot be said to be thorough. It was concluded that government parastatals can appreciably boost their productivity through full acceptance of relationship marketing. Relationship marketing programs and policies should be introduced and thoroughly implemented by government parastatals in Nigeria to effectively attract, maintain and retain clients.

The Specialization of Information Science and its Relationship with other Specializations: The Experience of the Department of Information Studies at Sultan Qaboos University

This study aims to explore the interdisciplinary research and courses of the Department of Information Studies (DIS) at Sultan Qaboos University with other disciplines in the university, and to explore its impact on the management and development of various academic programs of the department. To achieve this objective, the study utilized qualitative research methods such as: content analysis of documents, written plans, and course syllabi of the department and open interviews with faculty members to identify kinds of relations with other scientific disciplines they seek when building their academic programs. The study revealed that the interdisciplinary relations of the department exist in all its programs. The DIS PhD program was initiated as an interdisciplinary program in cooperation with departments of Information Systems, Management, and Computer Science. Further, the interdisciplinary path of the Masters’ program is clearly seen in the variation of topics that dissertations have discussed, which include human resources, marketing, bibliometric studies, social media, e-government, information literacy, manuscripts, and technology acceptance. The Higher Diploma in Medical Libraries is directed towards qualifying specialist librarians for health and medical libraries. Students admitted in this program are usually selected from those who apply from biology and health sciences. Lastly, in the undergraduate level, DIS provides the bachelor of Learning Resource Centers in Faculty of Education with number of specialized courses. In the main time there are many electives and required courses from different disciplines that are included in the department’s undergraduate study plan.

The Specialization of Information Science and its Relationship with other Specializations: The Experience of the Department of Information Studies at Sultan Qaboos University

This study aims to explore the interdisciplinary research and courses of the Department of Information Studies (DIS) at Sultan Qaboos University with other disciplines in the university, and to explore its impact on the management and development of various academic programs of the department. To achieve this objective, the study utilized qualitative research methods such as: content analysis of documents, written plans, and course syllabi of the department and open interviews with faculty members to identify kinds of relations with other scientific disciplines they seek when building their academic programs. The study revealed that the interdisciplinary relations of the department exist in all its programs. The DIS PhD program was initiated as an interdisciplinary program in cooperation with departments of Information Systems, Management, and Computer Science. Further, the interdisciplinary path of the Masters’ program is clearly seen in the variation of topics that dissertations have discussed, which include human resources, marketing, bibliometric studies, social media, e-government, information literacy, manuscripts, and technology acceptance. The Higher Diploma in Medical Libraries is directed towards qualifying specialist librarians for health and medical libraries. Students admitted in this program are usually selected from those who apply from biology and health sciences. Lastly, in the undergraduate level, DIS provides the bachelor of Learning Resource Centers in Faculty of Education with number of specialized courses. In the main time there are many electives and required courses from different disciplines that are included in the department’s undergraduate study plan.

Promotional marketing through mobile phone SMS: a cross-cultural examination of consumer acceptance

This current study investigates a special effect of consumer behaviour – how store coupons, i.e. special discounts offered by retail stores, influence consumer behaviour. The scope of this research addresses the cross-cultural effect of consumer behavioural expectations by marketers. Based on a literature review and the theoretical basis of the Unified Theory of Acceptance and Use of Technology (UTAUT2) model, we propose an extended theoretical model to examine cross-cultural effects on the dependent variable of behavioural intention to accept store coupons sent through mobile phone short messaging services (SMS). The study was conducted using consumers in Canada and Bangladesh. The final model, developed through a statistical analysis conducted by LISREL, identified that culture has a potential impact on consumer behaviour in this specific response-stimulus model. It also recognized that any specific consumer phenomenon, such as consumer acceptance of mobile phone-based promotional marketing through SMS, cannot be completely captured by the UTAUT2 model.