Chanaka Jayawardhena|Andreas Kuckertz|Heikki Karjaluoto|Teemu Kautonen
Antecedents to permission based mobile marketing: an initial examination
Loughborough University|University of Duisburg-Essen|University of Jyväskylä
purpose papers aim develop conceptual model examine influence four antecedent factors personal trust institutional trust perceived control experience consumers willingness participate permissionbased mobile marketing model tested empirically across three european countries gender designmethodologyapproach data collected surveys consumers finland germany uk partial least squares pls approach utilised test model fit findings main factor affecting consumers decision participate mobile marketing institutional trust significant factor three countries across gender influence antecedent factors less pronounced whole found experienced consumers become mobile marketing less influence perceived control permission notable variations across gender perceived control important determinant permission men women research implicationslimitations results indicate relative importance four antecedents likelihood consumers giving permission companies send mobile marketing messages practical implications institutional trust important determinant permission based mobile marketing mobile marketers focus building strong positive media presence image thereby influence consumers likelihood giving permission mobilebased marketing originalityvalue first international empirical investigation different antecedents permissionbased mobile marketing