Research Implications/Limitations: The results indicate the relative importance of four antecedents in the likelihood of consumers giving their permission to companies to send mobile marketing messages. There are notable variations across gender, with perceived control being an important determinant of permission for men, while it is not so for women. On the whole, we find that the more experienced consumers become with mobile marketing, the less influence of perceived control will have on permission. The influence of other antecedent factors are less pronounced. Findings: The main factor affecting the consumers’ decision to participate in mobile marketing is institutional trust, which is a significant factor in all three countries and across gender. The Partial Least Squares (PLS) approach is utilised to test the model fit. Methodology/Approach: Data is collected from surveys of consumers in Finland, Germany and the UK. We empirically test our model across three European countries and gender. Purpose: A conceptual model is developed to examine the influence of four antecedent factors (personal trust, institutional trust, perceived control and experience) on consumers’ willingness to participate in permission-based mobile marketing.
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