Consumer Perceptions and Attitudes Towards Mobile Marketing

Author(s):  
Amy Carroll ◽  
Stuart J. Barnes ◽  
Eusebio Scornavacca

Mobile marketing is an area of m-commerce expected to experience tremendous growth in the next 5 years. This chapter explores consumers’ perceptions and attitudes towards mobile marketing via SMS through a sequential, mixed-methods investigation. Four factors were identified and proven as all having a significant impact on mobile marketing acceptance—permission, content, wireless service provider (WSP) control, and the delivery of the message, which guided the development of a revised and empirically tested model of m-marketing consumer acceptance. The findings also suggest that marketers should be optimistic about choosing to deploy mobile marketing, but exercise caution around the factors that will determine consumer acceptance. The chapter concludes with a discussion about directions for future research.

2011 ◽  
pp. 109-123
Author(s):  
Amy Carroll ◽  
Stuart J. Barnes ◽  
Eusebio Scornavacca

Mobile marketing is an area of m-commerce expected to experience tremendous growth in the next 5 years. This chapter explores consumers’ perceptions and attitudes towards mobile marketing via SMS through a sequential, mixed-methods investigation. Four factors were identified and proven as all having a significant impact on mobile marketing acceptance—permission, content, wireless service provider (WSP) control, and the delivery of the message, which guided the development of a revised and empirically tested model of m-marketing consumer acceptance. The findings also suggest that marketers should be optimistic about choosing to deploy mobile marketing, but exercise caution around the factors that will determine consumer acceptance. The chapter concludes with a discussion about directions for future research.


2009 ◽  
pp. 1810-1822
Author(s):  
Amy Carroll ◽  
Stuart J. Barnes ◽  
Eusebio Scornavacca

Victoria University of Wellington, New Zealand; University of East Anglia, UK; Victoria University of Wellington, New Zealand


2016 ◽  
Vol 12 (3) ◽  
pp. 325-343 ◽  
Author(s):  
Bernadette Bartlam ◽  
Jacqueline Waterfield ◽  
Annette Bishop ◽  
Melanie A. Holden ◽  
Panos Barlas ◽  
...  

This article outlines the rationale for adopting a mixed methods approach within randomized controlled trials (RCTs) and explores challenges associated in doing so. Taking the example of the EASE Back feasibility and pilot study ( Evaluating Acupuncture and Standard care for pregnant wom En with BACK pain: ISRCTN49955124), we detail why and how we operationalized a concurrent-sequential mixed methods research design. We present key findings from the exploratory research (focus groups and interviews) and explain how these were integrated with descriptive findings (a national survey of physical therapists) in order to inform and refine the design of the explanatory phase (the pilot RCT). We conclude with a discussion of lessons learned and implications for future research design and conduct.


2017 ◽  
Vol 35 (3) ◽  
pp. 354-369 ◽  
Author(s):  
Chris Hampshire

Purpose The purpose of this paper is to explore UK consumer perceptions of trust, risk and perceived usefulness of mobile payments through the use of sequential mixed methods. Design/methodology/approach A post-positivist philosophy is used with a social constructionist ontology with a questionnaire as the first survey instrument using an empirical sequential mixed methods approach. Summary quantitative analysis of the questionnaire data is undertaken followed by semi-structured interviews that produce qualitative data on which content analysis is undertaken to assess and explore UK consumer perspectives. The technology acceptance model is used as the underlying framework on which a conceptual model is developed. Findings UK consumers have significant risk and trust concerns with mobile payments, although these concerns can be overcome when clear consumer benefits are identified whilst bank supported mobile payments have an increased level of trust compared to new market entrants and other established companies. Furthermore, perceived trust positively influences perceived usefulness and mitigates perceived risk, whilst perceived risk negatively influences perceived usefulness. In addition, perceived usefulness significantly and positively influences UK consumer attitude which can lead to adoption. Research limitations/implications Whilst 120 completed questionnaire responses are received, only 101 questionnaires are used for analysis. In addition, ten semi-structured interviews are undertaken using a purposeful sample to minimise any imbalance (Oakley, 1981) which increases the reliability of the research findings (Hackley, 2003). This mobile payments research does not have a statistically secure universalisation of the findings, which negates the application of these research findings to other groups and to different social settings (Lincoln and Guba, 1985). Practical implications Mobile payment organisations will need to focus on identifying the specific benefits of mobile payments to UK consumers as mitigating risk and increasing trust do not compensate for the absence of usefulness. Social implications UK consumers indicate a lack of awareness of existing contactless payment guarantees provided by UK banks, although these payment guarantees significantly increase UK consumer trust. Originality/value Both quantitative and qualitative empirical data are obtained on UK consumer perspectives of risk, trust and perceived usefulness of mobile payments using sequential mixed methods.


SLEEP ◽  
2020 ◽  
Vol 43 (Supplement_1) ◽  
pp. A140-A141
Author(s):  
C L Jackson ◽  
I Wright ◽  
O T Winful ◽  
L Feinstein ◽  
I Adams

Abstract Introduction Although Black adults disproportionately work in lower-wage, lower-skilled jobs and experience short sleep (<7 hours), which has been shown to vary by employment industry and occupation, there is scant literature regarding the influence of the work-sleep relationship on racial/ethnic sleep disparities. Our prior quantitative research based on nationally-representative data revealed a novel finding that the prevalence of short sleep was generally highest at professional occupational classes among Black adults but was the least prevalent among their White counterparts. Methods To identify reasons for short sleep generally increasing with increasing professional occupations among blacks but decreasing among whites, we conducted a qualitative study using a sequential mixed methods design among Black and White workers across a range of industries and occupations. Occupations were classified as “professional” (e.g., doctors; lawyers) or “non-professional” (e.g., retail; food service). Race-matched trained facilitators conducted 36 focus groups that were homogenous in terms of race-sex/gender-occupational class and 63 one-on-one interviews (N=334 overall participants) using semi-structured interview guides. NVivo software was used to identify themes/patterns. Results Participants were a mean age of 41 ± 11 years, 42% were men, 58% had an annual income of ≥$50,000, and 57% were professionals. Black professionals overwhelmingly described less informational and emotional support as well as needing to “work twice as hard to get half as far” (i.e., John Henryism) compared to coworkers as potential explanations for work-sleep disparities. Both Black and White professionals identified longstanding social structures, interpersonal discrimination, income disparities, and familial or self-imposed pressures to succeed. White professional women frequently reported experiences with gender discrimination, which - they reported - may intersect with and amplify the effects of racial discrimination among Black women. Regardless of occupational class, Black men additionally described unique stressors (e.g., political climate; finances; police). White men frequently avoided discussing disparities, and the existence of disparities was often denied/questioned by non-professionals across race and sex/gender. Conclusion Our findings inform future research and interventions designed to illuminate and/or address sleep disparities emanating from the workplace. Support This work was funded by the Intramural Program at the National Institute of Environmental Health Sciences (Z1AES103325-01).


10.28945/4683 ◽  
2021 ◽  
Vol 16 ◽  
pp. 031-046
Author(s):  
Katherine Myers-Coffman ◽  
Maliha Ibrahim ◽  
Karolina Bryl ◽  
Janelle S Junkin ◽  
Joke Bradt

Aim/Purpose: The purpose of this paper is to detail the experiential learning processes of an 11-week doctoral-level intermediate mixed methods research (MMR) course in which student-researchers conceptualized and implemented an MMR study to apply theoretical and methodological learning in a practical manner. Our aim is to emphasize the value of an applied MMR course for improved student learning and curriculum planning for faculty by highlighting meaningful insights on study design, data integration, team collaboration, and the challenges and opportunities involved in project execution within a time-limited academic course. Background: MMR courses are increasingly being integrated into graduate programs, yet few offer intermediate or advanced courses that go beyond introductory topics and engage students in applied learning. Furthermore, most articles on MMR courses are written from the instructor perspective and not from the student perspective. Methodology: This article is organized by each week of the course curriculum, and the output of the research project, couched within reflections of the applied process, is presented. While this paper is grounded in an experiential reflection of learning, the research project itself is referred to frequently to help elucidate and capture this learning in a systematic way. The applied study employed an explanatory sequential mixed methods design to examine career satisfaction and career preference changes over time in doctoral candidates and graduates. Contribution: This paper contributes to higher education by providing a student-led exemplar of applied learning in MMR pedagogy for doctoral students irrespective of discipline and research topic. It provides a sample research project, executed start to finish with a guiding blueprint that can be adapted by faculty and students in various academic departments, within a quarter or semester long course. Findings: Ultimately, this course led to increased confidence and preparation to conduct interdisciplinary mixed methods research. Unique to mixed methods research, the areas in which we witnessed the most growth included developing mixed methods research questions, choosing a design based on these questions, and engaging in data integration. Recommendations for Practitioners: We provide the following recommendations to instructors interested in developing intermediate- or advanced-level MMR courses: a) obtain input from students on what they are most interested in learning during course conceptualization or early on in implementation; b) consider that a great deal of time outside of the classroom may need to be dedicated to the class project, which may impact the feasibility and successful execution of an experiential course; and c) sufficient class time is dedicated to data integration from quantitative and qualitative inputs. Recommendation for Researchers: Researchers interested in further examining learning and proficiency garnered from MMR and other research courses may benefit from including students as co-researchers. In addition, engaging in systematic qualitative research on student and professor experiences in learning and teaching MMR courses could highlight further areas for course refinement and topics for future research. Impact on Society: Given the increasing prevalence of MMR being included in research funding announcements as a preferred methodology, it is imperative to rigorously train researchers in mixed methods research at varying levels of advancement (i.e., introductory, intermediate, and advanced). Future Research: Our small explanatory sequential mixed methods study began as a class project, yet highlighted areas that could be studied further for doctoral candidates and graduates in clinically oriented fields, such as learning what types or qualities of training and mentorship may yield more career preparedness and satisfaction.


2021 ◽  
Vol 12 ◽  
Author(s):  
Yunxian Guo

Scholarly attention to the feeling of enjoyment experienced in second language acquisition (SLA) has sharply increased in the past 5 years owing to its positive effect on facilitating academic outcomes as well as promoting language learners' well-being. This sequential mixed methods study aims to examine the interplay between Foreign language enjoyment (FLE) and learner engagement (LE) as well as their combined effects on participants' EFL achievement and absenteeism. To this end, we administrated a questionnaire containing the adapted FLE Scale and the four-aspect engagement inventory among 707 Chinese university students and a semi-structured interview among 28 of them. Statistical analysis revealed that FLE was highly and positively correlated with LE, and the causal relationship between the two constructs was reciprocal. Furthermore, both FLE and LE had low correlations with participants' academic achievements, but no significant correlation was found between FLE or LE and absenteeism. However, a higher level of FLE-social was associated with a lower level of absenteeism. Finally, no gender differences were found either in the level FLE or in that of LE. The thematic analysis indicated that FLE was subject substantially to teacher-related variables and the second most significant attractor of FLE was FLE-self. Analysis of the trends of LE indicated that Chinese EFL learners preferred to engage themselves in their English study more emotionally, behaviorally, and cognitively than agentically. Pedagogical implications of the findings for EFL practitioners are also discussed, and suggestions for future research are offered.


Author(s):  
Dimitris Drossos ◽  
George M. Giaglis

The purpose of this chapter is to illustrate and reflect upon the extant literature on mobile marketing with a view of identifying contributions, gaps and avenues for future research. The review is based on more than two hundred articles published in leading journals and conference proceedings. We first discuss key areas that have already attracted the attention of researchers, such as consumer acceptance in mmarketing and location-sensitive mobile marketing. We then focus on the emerging area of ubiquitous marketing and illustrate how mobile and wireless devices and technologies can become the enablers of meaningful dialogues between customers and marketers on an omnipresent basis. Ubiquitous marketing could be the next frontier in electronic commerce and customer relationship management.


2012 ◽  
pp. 181-207
Author(s):  
Dimitris Drossos ◽  
George M. Giaglis

The purpose of this chapter is to illustrate and reflect upon the extant literature on mobile marketing with a view of identifying contributions, gaps and avenues for future research. The review is based on more than two hundred articles published in leading journals and conference proceedings. We first discuss key areas that have already attracted the attention of researchers, such as consumer acceptance in m-marketing and location-sensitive mobile marketing. We then focus on the emerging area of ubiquitous marketing and illustrate how mobile and wireless devices and technologies can become the enablers of meaningful dialogues between customers and marketers on an omnipresent basis. Ubiquitous marketing could be the next frontier in electronic commerce and customer relationship management.


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