Mobile advertising adoption by multinationals: Senior executives' initial responses
- Publisher: Emerald Group Publishing
Advertising | Internet | Mobile communication systems | Multinational companies | Spain | Telephony | Economía | Empresa
Purpose - Although the wireless internet attracts more and more interest from marketers and
researchers, there is little empirical evidence of multinational corporations' (MNCs) adoption of pulltype
mobile advertising in global markets. The aim of this study is to fill this research gap, by
conducting an empirical survey of the perceptions of MNCs operating in Europe regarding SMSbased
mobile advertising adoption.
Design/methodology/approach - The study proposes six basic constructs which are thought to
influence MNCs' decision-making process on mobile advertising adoption. On this base, a structured
questionnaire is developed. The data are obtained by telephone interviews from 53 senior executives
of MNCs' subsidiaries in Spain.
Findings - Hierarchical regression analysis reveals that branding strategy, facilitating conditions, and
security and costs are the strongest determinants of MNCs' mobile advertising adoption.
Furthermore, discriminant analysis indicates that Japanese, American, and European firms are
statistically classifiable according to their cultural affiliation in terms of their perceptions of mobile
advertising adoption. Japanese firms are the least willing to use mobile advertising, while their
American counterparts are the most motivated in this regard.
Originality/value - While SMS-based mobile marketing has been receiving an increasing attention
from both academics and practitioners, there exists little empirical research on this area. In this vein,
this study contributes to the literature in two ways. First, the study proposes a conceptual research
model based on six basic constructs, which incorporate both theoretical and practical perspectives.
Second, the model is tested by empirical data obtained from top managers of MNCs' subsidiaries
operating in a European market. The findings of this study thus offer useful insights based on their
The financial support provided by the Yoshida Hideo
Memorial Foundation (Tokyo).