Permission-based mobile marketing for credit card industry in Bangkok

Abstract

From the high penetration rate of mobile phones in Bangkok and the rising trend of cashless society promoted by both government and private sectors, it raises the attention toward the importance of mobile marketing along with consumer privacy and data privacy concern. This research paper's objective was to develop a conceptual model to explore and examine the relationship and influences of factors of permission-based mobile marketing for credit card industry in Bangkok. This research developed a conceptual model framework consisting of five factors: institutional trust, personal trust, mobile marketing, perceived control, and perceived usefulness on consumer's willingness to give permission to participate in credit card mobile marketing. The data were collected from 400 participants who live in Bangkok and who own and use credit card and mobile phone of any kind. The participant's responses were collected from the distributed questionnaire online and data were analyzed by SPSS software through multiple regression analysis. The results revealed that mobile marketing experience has a high positive correlation on permission, and even though both personal trust and institutional trust are significant and have a positive correlation, institutional trust has more influence on permission than personal trust. Moreover, analysis also revealed that mobile marketers should allow consumers to control and choose the type and quantity of mobile marketing they want to receive. Based on analysis, mobile marketers can gain permission from consumer if consumer perceives mobile marketing useful. The result and finding from this conceptual model could help deepen the understating of the relationship and influences of these factors toward mobile marketing which could improve mobile marketing programs and practices for credit card industry in Bangkok, Thailand