Management of Permission-Based Mobile Marketing Diffusion : A Conceptual Model

Global competitiveness has always been the main strength of expanding or maintaining a significant market share among giant companies throughout the world. One of the main channels of competitiveness today is the mobile channel which has the ability to personalise messages and reach consumers via their mobile phones. Service providers operating in the permission-based mobile marketing industry must first acquire customers' trust by assuring them that the services being offered are safe, that privacy will be protected, and that information will be relevant. The authors propose an adaptation of the classical technology innovation-decision process model (Rogers, 1983) to include an assurance stage that addresses important issues that need to be addressed in order to win customers' trust. The model should help guide future research into the diffusion of mobile marketing and other permission-based marketing services