Exploring social influence effect on mobile marketing behaviors of young consumers in the USA and Mexico

IF 3.5 Q2 BUSINESS Young Consumers Pub Date : 2023-11-02 DOI:10.1108/yc-05-2023-1747
Adesegun Oyedele, Emily Goenner
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Abstract

Purpose This study aims to investigate the effect of social influence and value-driven mobile marketing activities on consumers’ acceptance of mobile marketing offers. Design/methodology/approach The method used is survey questionnaire. A proposed model was tested by using structural model analysis and data gathered from 356 Mexico consumers and 346 US consumers. Findings The study shows the number of peers and providing information are the main predictor variables of consumer acceptance of mobile marketing offers in both countries. These results suggest that social value factors are important variables for explaining consumers’ responses to mobile marketing offers across two countries characterized by dissimilar macro-environmental conditions. Research limitations/implications The study’s overall implication about standardization vs adaptation is that social value messages can be standardized across countries. However, the marketing tools and touch points required to communicate any message appeal must be adapted across countries. One limitation in this study is the use of a convenience sample of undergraduate college students. This study did not control for different types of mobile phones and the screen sizes of mobile phones. Practical implications The overall implication of standardization vs adaptation from the study results is that social value messages can be standardized across countries. However, the marketing tools and touch points required to communicate any message appeal must be adapted across countries. Originality/value Unlike previous studies where the emphasis is to explicate the effect of value-oriented mobile activity, this study examines the combined effect of social influence and value-driven mobile activities on acceptance of mobile marketing.
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探讨社会影响对美国和墨西哥年轻消费者移动营销行为的影响
本研究旨在探讨社会影响力和价值驱动型移动营销活动对消费者接受移动营销报价的影响。设计/方法/方法使用的方法是调查问卷。通过结构模型分析和从356名墨西哥消费者和346名美国消费者收集的数据,对所提出的模型进行了测试。研究表明,在这两个国家,同伴的数量和提供的信息是消费者接受手机营销服务的主要预测变量。这些结果表明,社会价值因素是解释两个宏观环境条件不同的国家消费者对移动营销服务反应的重要变量。该研究关于标准化与适应的总体含义是,社会价值信息可以在各国之间标准化。然而,传达任何信息诉求所需的营销工具和接触点必须在不同国家进行调整。本研究的一个限制是使用了一个方便的本科生样本。这项研究没有控制不同类型的手机和手机屏幕大小。从研究结果来看,标准化与适应的总体含义是,社会价值信息可以在各国之间标准化。然而,传达任何信息诉求所需的营销工具和接触点必须在不同国家进行调整。原创性/价值与以往的研究重点是阐明价值导向的移动活动的影响不同,本研究考察了社会影响力和价值驱动的移动活动对移动营销接受程度的综合影响。
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来源期刊
Young Consumers
Young Consumers BUSINESS-
CiteScore
5.90
自引率
6.70%
发文量
20
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