Mobile Phone Marketing Vis-a-Vis Consumer Perceptions

The purpose of this paper is to present the findings of a recent study which explored consumer perceptions of mobile phone marketing, through the application of constructs adapted from traditional innovation and product involvement research. This study makes an attempt to examine how a consumer's perception of the relative advantages, compatibility and complexity, associated with mobile phone marketing, and their involvement with their mobile phone, influence their intention to accept marketing communication sent via this channel.