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Arguments Of Permission-Based Advertising

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Permission is defined as “the commencement of two-way mobile communications between the customer and the mobile marketer” (Jayawardhena et al., 2009, p. 476). In others words, marketers have to present opt-in (i.e. give consent marketers to send the target advertisement) and opt-out (i.e. stop subscribe the advertisement send from marketers) strategies to ensure they have get the prior consent from mobile users before start sending the advertisement, and stop sending if the mobile users decided not to receive the advertisements. In simplest way, permission-based mobile advertising is refers to prospect whereby mobile users empower the marketers to send them the marketing advertisements in certain interest categories with prior consent given to them (Leppäniemi and Karjaluoto, 2008; Pousttchi and Widemann, 2010; Shuang, 2010). …show more content…

Permission-based mobile advertising can induce the behaviour, instead of using push approach to force mobile users to accept the mobile advertisement (Barwise and Strong, 2002; Im and Ha, 2013; MMA, 2011). Equally important, the ultimate objective of permission based mobile advertising is to reduce the privacy and anti-SPAM concerns in order to increase mobile user’s responsiveness to mobile advertising. Similarly, Zhang and Xiong (2012) also stated permission also shown the evidence to reduce irritation and alter the consumer attitude towards mobile advertising in positive

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