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
{"title":"Exploring social influence effect on mobile marketing behaviors of young consumers in the USA and Mexico","authors":"Adesegun Oyedele, Emily Goenner","doi":"10.1108/yc-05-2023-1747","DOIUrl":null,"url":null,"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.","PeriodicalId":46660,"journal":{"name":"Young Consumers","volume":null,"pages":null},"PeriodicalIF":3.5000,"publicationDate":"2023-11-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Young Consumers","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1108/yc-05-2023-1747","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0

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.
查看原文
分享 分享
微信好友 朋友圈 QQ好友 复制链接
本刊更多论文
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。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
求助全文
约1分钟内获得全文 去求助
来源期刊
Young Consumers
Young Consumers BUSINESS-
CiteScore
5.90
自引率
6.70%
发文量
20
期刊最新文献
“Do you practice what you preach?” The effects of celebrities’ pro-environmental messages on social media on young adults’ pro-environmental behavior Environmental sustainability in the digital age: unraveling the effect of social media on green purchase intention Drivers of consumer trust in mHealth apps among young consumers: a socio-technical approach Do business-wide sustainability labels boost consumer trust and enhance perceptions of sustainability information quality? An experiment among Z-generation members How does the influencers' country of origin affect online brand advocacy among young consumers?
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
现在去查看 取消
×
提示
确定
0
微信
客服QQ
Book学术公众号 扫码关注我们
反馈
×
意见反馈
请填写您的意见或建议
请填写您的手机或邮箱
已复制链接
已复制链接
快去分享给好友吧!
我知道了
×
扫码分享
扫码分享
Book学术官方微信
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术
文献互助 智能选刊 最新文献 互助须知 联系我们:info@booksci.cn
Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。
Copyright © 2023 Book学术 All rights reserved.
ghs 京公网安备 11010802042870号 京ICP备2023020795号-1