International Journal of Marketing Studies
Third Screen Communication and the Adoption of Mobile Marketing: A Malaysia Perspective Geoffrey Harvey Tanakinjal (Corresponding author) School of Business, Department of Marketing, P.O. Box 56 Dunedin, New Zealand E-mail: firstname.lastname@example.org Kenneth R. Deans School of Business, Department of Marketing, P.O. Box 56 Dunedin, New Zealand Brendan J. Gray School of Business, Department of Marketing, P.O. Box 56 Dunedin, New Zealand Abstract This study integrates innovation characteristics of the Innovation-Diffusion Theory (IDT), perceived risk, trustworthiness, and permissibility constructs to investigate what determines user intention to adopt mobile marketing. The proposed model in this study was empirically tested using data collected from a survey of mobile users. The structural equation modelling (SEM) technique was used to evaluate the causal model. The research findings suggested that relative advantage of mobile marketing is the strongest influence in building consumers’ intention decision to adopt mobile marketing. All other constructs were statistically significant in influencing behavioural intent to adopt mobile marketing. This study’s findings support Rogers’ (2003) perceived characteristics of innovation attributes that form a favourable or unfavourable attitude toward the innovation. Keywords: Innovation diffusion theory, Perceived risk, Trustworthiness, Permissibility, Mobile marketing services 1. Introduction Television is the first screen where consumers can gain information from marketers. The Internet is the second screen where consumers receive relevant information about product and services. The evolution of e-commerce has brought with it a new marketing channel known as mobile marketing (m-marketing), or the third screen of communication. According to Leppäniemi, Sinisalo, and Karjaluoto (2006, p.10), mobile marketing is the use of the mobile medium as a means of marketing communications. The keywords in this definition are mobile medium (e.g. mobile phones) and marketing communications (e.g. information, promotions, competitions etc.). Companies are constantly looking for ways and means of expanding or maintaining their market share. According to Pousttchi (2006), marketing experts consider that the mobile device is an extremely promising marketing tool to overcome the major challenges of getting time and the attention of consumers. Mobile device also provides opportunities to target messages for customers in more efficient ways than the present mass media (Barwise & Strong, 2002). The importance of mobile phones to end users has certainly been recognised by marketers, who view this as a communication channel with huge potential (Kavassalis, et al., 2003; Norris, 2007; Nysveen, et al., 2005). This study is about understanding the adoption intention of mobile marketing (preferably handheld devices) that is available to all consumers who own mobile phones. Understanding adoption intention is important to the communication industry because marketers are building on this technology to get closer to consumers. Today, advertising is everywhere and as the marketplace for advertising gets more and more cluttered (Godin, 1999), it becomes more and more difficult to get customers’ attention. According to McCasland (2005), the Ball State study in 2005 revealed that 92 per cent of students found unsolicited advertising messages to be annoying and two-thirds were less likely to buy a product from a business sending instant messages to their mobile phones. However, according to Ransford (2007) the recent Ball State (2007) study indicated that technically oriented college students are increasingly receptive to receiving advertising via text messages on their mobile devices if their consent (i.e. permission) is sorted and they would gain from the communication (i.e. rewards, ringtones etc.). Consumers’ attention towards marketing messages is crucial...
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