Acceptance of Mobile Marketing in Finland

This paper offers both theoretical and empirical contributions relating to the consumers' motives for and barriers to participating in mobile marketing campaigns. A case study of a mobile service is introduced to validate the factors that influence on the acceptance of mobile marketing in Finland. Based on the findings from a survey conducted with a sample of 52 Finnish campus students, we offer insights relating to the factors that affect consumers' attitudes towards mobile marketing. Trust and utility were found to have direct relationships with attitude toward mobile marketing, whereas context information, reference group influence and attitude acted as drivers of intention to receive mobile marketing messages. The developed conceptual model and case study results can be exploited by industry players to emphasise the critical success factors pertaining mobile marketing communications, thus contributing to the creation of successful mobile marketing campaigns.