Antecedents to permission based mobile marketing: An initial examination
(2009)
Journal Article
Jayawardhena, C., Kuckertz, A., Karjaluoto, H., & Kautonen, T. (2009). Antecedents to permission based mobile marketing: An initial examination. European Journal of Marketing, 43(3-4), 473-499. https://doi.org/10.1108/03090560910935541
Purpose: This paper's aim is to develop a conceptual model to examine the influence of four antecedent factors (personal trust, insti tutional trust, perceived control and experience) on consumers' willingness to participate in permission-based mobil... Read More about Antecedents to permission based mobile marketing: An initial examination.