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تعداد صفحات این فایل: ۲۲ صفحه

بخشی از مقاله انگلیسیعنوان انگلیسی:Unsolicited Short Message Service Marketing: A Preliminary Investigation into Individual Acceptance, Perceptions of Content, and Privacy Concerns~~en~~

Abstract

In an attempt to reach potential clients, many companies make use of targeted and sometimes unsolicited Short Message Service (SMS) marketing campaigns. With global perception of privacy principles and legislation increasing, a company engaging in such activities may unknowingly create a negative perception and/or sentiment, thereby actively discouraging potential consumers to transact with them. In this paper we report on the results of a preliminary research effort that investigated individual perceptions, acceptance and concerns about mobile marketing in the South African context. Making use of simple descriptive analysis techniques, we describe and highlight emerging themes identified from data collected in an online survey questionnaire. Despite a small sample of n=44, and for various reasons, the results demonstrate a lack of consumer awareness of the law, is suggestive of a largely negative attitude towards mobile marketing campaigns, and highlights their continued efforts to control and manage privacy. There against the results suggest that users may neglect their own privacy if the content is crafted correctly. In an environment where it appears that little is being done to enforce/comply with the provisions of legislation, local companies may also be aware of the extent to which they can manipulate the law even if it increases non-acceptance of mobile marketing. As such, ample scope for further research is created.

۱ Introduction

The use of text-based marketing messages to reach potential clients via mobile phones is a common technique pursued by many companies. Because mobile marketing is considered an affordable and thus lucrative channel, the line that exists between acceptable marketing practices and unsolicited communication (spamming) is subtle. Many countries have laws in place to curb the practice of (bulk) spamming in favour of permission-based approaches; the marketing sector in most countries also have regulations in place to ensure fair treatment of consumers.

With the introduction in 2002 of the Electronic Communications and Transactions (ECT) Act in South Africa, local companies are, at least in theory, subjected to legal definitions that contain certain minimum requirements as far as mobile marketing goes. Legislation, however, is just one aspect to consider. With global perception of privacy principles increasing, companies engaging in mobile marketing may unknowingly nurture negative consumer perceptions and/or sentiments in many other ways, thereby actively discouraging consumers from engaging with them.

For example, much research has been conducted on the both the factors influencing acceptance of mobile marketing (e.g. Scharl, Dickinger and Murpy [1]; Haghirian and Madlberger [2]; Bauer, Reichardt, Barnes and Neumann [3]) and on what constitutes effective and appropriate marketing text content (Doherty [4], Carroll et al. [5], [6], and Haghirian and Madlberger [2]).

However, and in the South African context, a dearth of research exists as it relates to both consumers’ familiarity with the law, their perceptions and acceptance of, and privacy concerns on mobile marketing. An in-depth search for localized studies uncovered only three studies, with the research populations limited to high school pupils (Beneke [7] and two to university students (Radder et al [8], and Van der Waldt et al [9]). As such, ample scope exists for further research with a broader sample from the population. Forming part of a larger research project, this paper presents the findings of a preliminary investigation into South African consumers’ familiarity with current legislation, their privacy concerns, as well as their acceptance and perceptions of mobile marketing. The purpose is to identify emerging themes that will provide the foundations for further research.

Given that a mobile handset is a private device, this paper contributes preliminary evidence to the field of information security by showing negative consumer perceptions of mobile marketing to exist in a broader consumer base than previously identified. Underlying these perceptions are a lack of consumers awareness and/or enforcement of relevant mobile marketing legislation, their subsequent efforts to ensure privacy, as well as evidence that suggests local companies are ignorant of other factors which is known to increase or decrease acceptance of mobile marketing strategies.

The rest of the paper is structured as follows: section II provides background and information on related work. Section III describes the research method employed. Section IV presents our results and identifies emerging themes, and finally section V provides concluding remarks.

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