An Exploratory Investigation of Consumers' Perceptions of Wireless Advertising

The ubiquitous nature of cell phones makes them an ideal advertising vehicle. While the popular press touts the benefits of wireless advertising messages (WAM), few marketing researchers have addressed this advertising innovation. Media uses and gratifications theory is used to study consumers'...

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Bibliographic Details
Published in:Journal of advertising 2007-12, Vol.36 (4), p.129-145
Main Authors: Peters, Cara, Amato, Christie H., Hollenbeck, Candice R.
Format: Article
Language:English
Subjects:
Advertising
Advertising research
Attitudes
Business studies
Case studies
Cell phones
Cellular telephones
Consumer advertising
Consumer attitudes
Consumer behavior
Consumer behaviour
Consumer motivation
Consumers
Consumption
Customer relationship management
Customers
Data collection
Digital technology
Gratification
Information and communication technologies
Information systems
Internet
Marketing
Marketing research
Mobile advertising
Multimedia
Perceptions
Social costs
Socialization
Studies
Surveys
System theory
Target markets
Technology Acceptance Model
Technology application
Text messaging
White people
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Summary:The ubiquitous nature of cell phones makes them an ideal advertising vehicle. While the popular press touts the benefits of wireless advertising messages (WAM), few marketing researchers have addressed this advertising innovation. Media uses and gratifications theory is used to study consumers' perceptions of WAM. Data from in-depth interviews indicate that usage is motivated by process, socialization, and content needs. Informants perceived WAM as a way to stay "in the know," build relationships with companies, and feel part of an "in-group." Few would pay for WAM, however, and most would discontinue usage if companies sent unsolicited messages. We theorize about two potential barriers to adoption: social costs and monetary costs. Our interpretations of these behaviors are enfolded with theoretical and managerial implications.
ISSN:0091-3367
1557-7805
DOI:10.2753/JOA0091-3367360410