Mobile marketing: The role of permission and acceptance

Stuart J. Barnes, Eusebio Scornavacca

Research output: Contribution to journalArticlepeer-review

189 Scopus citations


The escalation and convergence of distributed networks and wireless telecommunications has created a tremendous potential platform for providing business services. In consumer markets, mobile marketing is expected to be a key growth area. The immediacy, interactivity and mobility of wireless devices provide a novel platform for marketing. The personal and ubiquitous nature of devices means that interactivity can be provided anytime and anywhere. However, as experience has shown, it is important to keep the consumer in mind. Mobile marketing permission and acceptance are core issues that marketers have yet to fully explain or resolve. This paper provides direction in this area. After briefly discussing some background on mobile marketing, the paper conceptualises key characteristics for mobile marketing permission and acceptance. The paper concludes with predictions on the future of mobile marketing and some core areas of further research.

Original languageEnglish (US)
Pages (from-to)128-139
Number of pages12
JournalInternational Journal of Mobile Communications
Issue number2
StatePublished - 2004
Externally publishedYes


  • Acceptance
  • Consumers
  • M-comrnerce
  • Mobile marketing
  • Permission

ASJC Scopus subject areas

  • Computer Science Applications
  • Computer Networks and Communications
  • Electrical and Electronic Engineering


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