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...

Given the great potential of developing marketing campaigns delivered via mobile devices and the evolution of near-field communication technologies, this study examines factors influencing consumers’ acceptance of untethered, or mobile, marketing across three influential markets: the United...