Rohm, Andrew J.; Gao, Tao; Sultan, Fareena; Pagani, … - In: Business Horizons 55 (2012) 5, pp. 485-493
-field communication technologies, this study examines factors influencing consumers’ acceptance of untethered, or mobile, marketing across …—jointly influence attitudes toward mobile marketing, and how the latter influences consumers’ mobile marketing activity across three … influence attitudes toward mobile marketing in all three markets. In China and Europe, risk avoidance also negatively influences …