This study examines factors influencing consumers' acceptance of mobile marketing across three influential markets, namely U.S., China, and Europe. The authors develop an integrative conceptual model on consumers' attitudes and behaviors toward mobile marketing. The authors incorporate three...

The study explores the factor structure of the Sirgy et al. [Sirgy MJ, Johar JS, Gao T. Toward a code of ethics for marketing educators. Journal of Business Ethics 2006; 63(1): 1-20] measure of marketing faculty's perceptions of unethical behavior and tests its predictive validity. We surveyed...