The Role of Permission on Purchase Intention in Mobile Marketing in Banking

@inproceedings{Laksamana2017TheRO,
  title={The Role of Permission on Purchase Intention in Mobile Marketing in Banking},
  author={Patria Laksamana},
  year={2017}
}
  • Patria Laksamana
  • Published 2017
As a new medium in marketing communication, mobile marketing has emerged for reaching both new and existing customers. This study aims to examine factors affecting purchase intention towards mobile marketing in banking. More specifically, the importance of permission to reach its target audience. The determinants of purchase intention include bank trust… CONTINUE READING

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