Consumer Sensitivity Analysis in Mobile Commerce Advertising

Bibliographic Data

ID13918776
AuthorsDavid Martín-Consuegra, David Martín‐Consuegra (0000-0003-4927-6289, Universidad Autónoma de Chile, corresponding author), Mar Gómez (0000-0002-7681-4794, Universidad Autónoma de Chile), Arturo Molina (0000-0002-6537-2468, Universidad Autónoma de Chile)
Year2015
Volume43
Issue6
Pages883-897
Publication date2015-07-17
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueSocial Behavior and Personality An International Journal (JOURNAL)
Journal identifiersISSN: 0301-2212 • E-ISSN: 1179-6391
PublisherScientific Journal Publishers Limited (PUBLISHER)
DOI10.2224/sbp.2015.43.6.883
OpenAlexW2217062665
LanguageEN
Citations received2

We analyzed how consumer sensitivity to information requests influences acceptance and recommendation of a banking firm's advertising that is sent via a cellular phone. To this end, the data—based on the respondents from 395 young adults—fit the model well and provided empirical support for all the hypothesized relationships. The results obtained provide useful information for companies to improve the efficiency of their mobile publicity, together with possible modifications and improvements to their existing commercial strategies. We suggest that information requests should be carefully chosen to ensure ethical behavior in relation to consumers and to preserve the efficiency of mobile publicity

Advertising · Business · Data mining · Internet privacy · Mobile commerce · Mobile phone · Publicity · Relation (database · Sensitivity (control systems · Telecommunications · Computer Science · Digital Marketing and Social Media · Knowledge Management and Sharing · Psychology · Technology Adoption and User Behaviour · Marketing

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