Consumers' attitudes towards and intention to participate in mobile marketing

The study investigates factors that affect consumer attitudes towards mobile marketing by developing a conceptual model that is tested with a sample of 4,062 consumers. The results show that context, credibility and subjective norm are positively related to intention to participate in mobile marketing whereas perceived behavioral control and financial rewards were not associated with intention. The results give insights into consumer perceptions of mobile marketing and open several avenues for further research in this emerging topic.