Given the great potential for development of marketing campaigns delivered through mobile devices and the evolution of the near-field communication technology, this study examines the factors that influence consumer decision unmanaged or Mobile Marketing, three influential markets in the U.S., China and Europe. Consider the extent to which the utility of mobile data / programs and individual characteristics, such as: innovation, personal attachments, and reduce risk, together influence the attitude toward mobile marketing, and how the latter influence consumers of mobile marketing in the three largest and most influential markets. We found that perceived usefulness, user innovation, and personal affection for a direct influence on attitudes toward mobile marketing in all three markets. In China and Europe, risk avoidance, also affects the attitude toward mobile marketing. Marketers seek to create and maintain relationships with customers using mobile platforms should address these individual characteristics, as leverage to push brands can increase consumer acceptance of mobile marketing. "Hide
by Andrew J Rohm, Tao Gao, FAREENA Sultan, Margherita Pagani Source: Business Horizons 9 pages. Publication Date: September 15, 2012. Prod. #: BH492-PDF-ENG
