An examination of the key drivers that influence a consumer’s willingness to adopt mobile marketing in an Irish context

The mobile industry over the past decade has seen exponential growth being realised and its one of the few innovative technological devices that has managed to achieve global acceptance with relative ease. The introduction of the smartphone has redefined the industry and given marketers new innovative marketing tools to target the consumer on a one to one basis. However, the speed of the integration of new mobile marketing tools into the mobile sphere has left marketers without a true understanding of what consumers’ perceptions and attitudes are to these innovations and how it affects their overall adoption of mobile marketing. The academic literature pertaining to this area is scarce and is in need of a complete rework to incorporate the impact of the smartphone. This study aims to bridge the gap between consumers’ perceptions and attitudes toward mobile marketing and the impact of the smartphone. Underlying the research is a set of hypotheses developed from the current literature which will be tested through a quantitative survey instrument. The data will be analysed using non – parametric tests such as Kruskall Wallis, Mann Whitney U and Spearman’s Rank Correlation. The empirical results found that perceived value and gender were particularly significant factors that influence an Irish consumer’s willingness to adopt mobile marketing