Permission-based mobile marketing and sources of trust in selected European markets

Purpose – The purpose of this paper is to provide a three‐country comparison of personal and institutionally based trust as factors affecting consumers' willingness to participate in permission‐based mobile marketing.Design/methodology/approach – A conceptual model of different dimensions of personal and institutionally based trust and their effect on the consumer's willingness to provide personal information and the permission to use it is tested with data from surveys of young consumers in Finland, Germany and the UK. The data were analysed by structural equation modelling (LISREL8.7).Findings – The main factor affecting the consumers' decision to participate in mobile marketing is the company's media presence, which is a significant factor in all three countries.Research limitations/implications – While the results of this study establish the sources of trust that play a role in permission‐based mobile marketing, the study of trust in the context of mobile marketing would greatly benefit from research ...

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