en pl
en pl

Central European Management Journal

Show issue
Year 9/2022 
Volume 30 
Issue 3

Integrated Cultural Theories on Mobile Marketing Acceptance: Literature Review

Ngoc Nguyen
Hue University, School of Tourism and Hospitality

Edyta Rudawska
University of Szczecin

9/2022 30 (3) Central European Management Journal

DOI 10.7206/cemj.2658-0845.84

Article contents

Abstract

Purpose: This article investigates trends in studies on the impact of cultural factors on mobile
marketing acceptance. To that end, the article provides a literature review of technology acceptance models and cultural models used in research on mobile marketing.

Design/method/approach: This study used qualitative methods to assess the situation of studying cultural factors in the context of mobile marketing acceptance. Various bibliographic sources were consulted, mainly from publications specializing in mobile marketing and cultural theories. These queries were primarily performed through Scopus, one of the main databases of indexed publications related to this topic.

Findings: In the field of mobile marketing, interest in the impact of cultural factors on consumer behavior has steadily increased over the past decade. Furthermore, the research showed the role and impact of each cultural dimension on mobile marketing acceptance. Cultural differences lead to differences in consumer behavior toward mobile marketing.

Originality/Value: This overview provides a comprehensive discussion and appraisal of cultural
theories, a review of technology acceptance theories, and an analysis of previous cross-cultural
studies on technology adoption.

References

  1. Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T [Google Scholar]
  2. Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behavior. In I. Ajzen (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T [Google Scholar]
  3. Akhtar, S., Irfan, M., Sarwar, A., & Rashid, Q.U.A. (2019). Factors influencing individuals' intention to adopt mobile banking in China and Pakistan: The moderating role of cultural values. Journal of Public Affairs, 19(1), 1–15. https://doi.org/10.1002/pa.1884 [Google Scholar]
  4. Alkhaldi, A.N., & Al-Sa’di, A. (2016). Guidelines integrating cultural theories with technology acceptance theories: A review. New Zealand Journal of Computer-Human Interaction, V1–I2. [Google Scholar]
  5. Al-Mamary, Y.H.S., Al-Nashmi, M.M., Hassan, Y.A.G., & Shamsuddin, A. (2016). A critical review of models and theories in field of individual acceptance of technology. International Journal of Hybrid Information Technology, 9(6), 143–153. https://doi.org/10.14257/ijhit.2016.9.6.13 [Google Scholar]
  6. Al-Okaily, M., Lutfi, A., Alsaad, A., Taamneh, A., & Alsyouf, A. (2020). The determinants of digital payment systems’ acceptance under cultural orientation differences: The case of uncertainty avoidance. Technology in Society, 63, 101367. https://doi.org/10.1016/j.techsoc.2020.101367 [Google Scholar]
  7. Alshare, K., & Mousa, A. (2014). The moderating effect of espoused cultural dimensions on consumer's intention to use mobile payment devices. Proceedings of Thirty-Fifth International Conference on Information Systems. Auckland, New Zealand. [Google Scholar]
  8. Arnold, M. (1882). Culture and anarchy: An essay in political and social criticism. New York: Macmillan. [Google Scholar]
  9. Bankole, F.O., & Bankole, O.O. (2017). The effects of cultural dimension on ICT innovation: empirical analysis of mobile phone services. Telematics Infrastructure, 34(2), 490–505. https://doi.org/10.1016/j.tele.2016.08.004 [Google Scholar]
  10. Baptista, G., & Oliveira, T. (2015). Understanding mobile banking: the unified theory of acceptance and use of technology combined with cultural moderators. Computers in Human Behavior, 50, 418–430. https://doi.org/10.1016/j.chb.2015.04.024 [Google Scholar]
  11. Belch, G.E., & Belch, M.A. (2007). Advertising in America: The Consumer View. Boston, MA.: Harvard University Press. [Google Scholar]
  12. Boas, F. (1904). The history of anthropology. Science, 20(512), 513–524. https://doi.org/10.1126/science.20.512.513 [Google Scholar]
  13. Castillo, S.M.J., & Bigne, E. (2021). A model of adoption of AR-based self-service technologies: a two country comparison. International Journal of Retail and Distribution Management, 49(7), 875–898. https://doi.org/10.1108/IJRDM-09-2020-0380 [Google Scholar]
  14. Chang, A. (2012). UTAUT and UTAUT 2: A review and agenda for future research. Journal The Winners, 13(2), 106–114. https://doi.org/10.21512/tw.v13i2.656 [Google Scholar]
  15. Changchit, C., Klaus, T., Lonkani, R., & Sampet, J. (2019). A cultural comparative study of mobile banking adoption Factors. Journal of Computer Information Systems, 60(5), 1–11. https://doi.org/10.1080/08874417.2018.1541724 [Google Scholar]
  16. Chau, N.T., & Deng, H. (2018). Critical determinants for mobile commerce adoption in Vietnamese SMEs: A conceptual framework. Procedia Computer Science, 138, 433–440. https://doi.org/10.1016/j.procs.2018.10.061 [Google Scholar]
  17. Chau, P.Y.K., & Hu, P.J-H. (2002). Examining a model of information technology acceptance by individual professionals: An exploratory study. Journal of Management Information Systems, 18(4), 191–229. https://doi.org/10.1080/07421222.2002.11045699 [Google Scholar]
  18. Chen , J.Q., Zhang, R., & Lee, J. (2021). A cross-culture empirical study of M-commerce privacy concerns. Journal of Internet Commerce, 12(4), 348–364. https://doi.org/10.1080/15332861.2013.865388 [Google Scholar]
  19. Chopdar, P.K., & Sivakumar, V.J. (2019). Understanding continuance usage of mobile shopping applications in India: the role of espoused cultural values and perceived risk. Behavior & Information Technology, 38(1), 42–64. https://doi.org/10.1080/0144929X.2018.1513563 [Google Scholar]
  20. Davis, F.D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319–340. https://doi.org/10.2307/249008 [Google Scholar]
  21. de Mooij, M. (2000). The future is predictable for international marketers. International Marketing Review, 17(2/3), 103–114. https://doi.org/10.1108/02651330010322598 [Google Scholar]
  22. de Mooij, M., & Hofstede, G. (2000). Convergence and divergence in consumer behavior: implications for international retailing. Journal of Retailing, 61–69. https://doi.org/10.1016/S0022-4359(01)00067-7 [Google Scholar]
  23. de Mooij, M., & Hofstede, G. (2011). Cross-cultural consumer behavior: A review of research findings. Journal of International Consumer Marketing, 23(3), 181–192. [Google Scholar]
  24. Douglas, S., & Craig, C. (2006). On improving the conceptual foundations of international marketing research. Journal of International Marketing, 14(1), 1–22. https://doi.org/10.1509/jimk.14.1.1 [Google Scholar]
  25. Erumban, A.A., & de Jong, S.B. (2006). Cross-country differences in ICT adoption: A consequence of culture? Journal of World Business, 41(4), 302–314. https://doi.org/10.1016/j.jwb.2006.08.005 [Google Scholar]
  26. Fang, E. (2019). The 5G revolution: why the next generation of mobile Internet will force advertisers and marketers to change the way they think. Retrieved from https://digitalmarketingmagazine.co.uk/articles/the-5g-revolution-why-the-next-generation-of-mobile-Internet-will-force-advertisers-and-marketers-to-change-the-way-they-think/5072. [Google Scholar]
  27. Gao, T., Rohm. A.J., Sultan, F., & Pagani, M. (2013). Consumers un-tethered: A three-market empirical study of consumers' mobile marketing acceptance. Journal of Business Research, 66(12), 2536–2544. https://doi.org/10.1016/j.jbusres.2013.05.046 [Google Scholar]
  28. Giménez, A.G., & Tamajón, L.G. (2019). Analysis of the third-order structuring of Shalom Schwartz’s theory of basic human values. Heliyon, 5(6), e01797. https://doi.org/10.1016/j.heliyon.2019.e01797 [Google Scholar]
  29. Gouveia, V.V., & Ros, M. (2000). Hofstede and Schwartz's models for classifying individualism at the cultural level: Their relation to macro-social and macro-economic variables. Psicothema, 12(Suppl), 25–33. [Google Scholar]
  30. Gracz, L. (2016). The meaning of smartphones for marketing communication. Marketing i Zarządzanie, 46, 165–172. https://doi.org/10.18276/miz.2016.46-17 [Google Scholar]
  31. Hall, E.T. (1959). The silent language. New York: Doubleday. [Google Scholar]
  32. Hall, E.T. (1976). Beyond Culture. New York: Doubleday. [Google Scholar]
  33. Harris, P., Rettie, R., & Cheung, C.K. (2005). Adoption and usage of m-commerce: A cross-cultural comparison of Hong Kong and the United Kingdom. Journal of Electronic Commerce Research, 6(3), 210–224. [Google Scholar]
  34. Hernandez-Ortega, B., Aldás-Manzano, J., Ruiz, C., & Blas, S.S. (2017). Perceived value of advanced mobile messaging services: A cross-cultural comparison of Greek and Spanish users. Information Technology & People, 30(2), 324–355. https://doi.org/10.1108/ITP-01-2014-0017 [Google Scholar]
  35. Hoehle, H., Zhang, X., & Venkatesh, V. (2015). An espoused cultural perspective to understand continued intention to use mobile applications: a four-country study of mobile social media application usability. European Journal of Information Systems, 24, 337–359. https://doi.org/10.1057/ejis.2014.43 [Google Scholar]
  36. Hofstde, G. (2014). The Hofstede centre. Retrieved from http://geert-hofstede.com/mozambique.html. [Google Scholar]
  37. Hofstede, G. (1980). Culture’s consequences: International differences in work-related values. Beverly Hills, Sage Publications, London. [Google Scholar]
  38. Hofstede, G. (1991/1994). Cultures and Organizations: Software of the Mind. London: HarperCollinsBusiness. [Google Scholar]
  39. Hossein, R.D., & Hamed, D. (2019). Comparative study effect of culture from Hofstede perspective on purchasing mobile phone in Iran and Thailand Society. International Journal of Business and Social Science, 3(6), 146–154. [Google Scholar]
  40. Huang, R.Y. (2012). The identification, ranking and categorization of mobile marketing success factor. International Journal of Mobile Marketing, 7(2), 86–97. [Google Scholar]
  41. Hung, C-L., & Chou, J.C-L. (2014). Examining the cultural moderation on the acceptance of mobile commerce. International Journal of Innovation and Technology Management, 11(2), 1450010–1450029. https://doi.org/10.1142/S0219877014500102 [Google Scholar]
  42. Jung, T.H., Lee, H., Chung, N., & Tom Dieck, M.C. (2018).Cross-cultural differences in adopting mobile augmented reality at cultural heritage tourism sites. International Journal of Contemporary Hospitality Management, 30(3), 1621–1645. https://doi.org/10.1108/IJCHM-02-2017-0084 [Google Scholar]
  43. Kacen, J.J., & Lee, J.A. (2002). The influence of culture on consumer impulsive buying behavior. Journal of Consumer Psychology, 12(2), 163–176. https://doi.org/10.1207/S15327663JCP1202_08 [Google Scholar]
  44. Kamilah, R.H., & Kusumawati, N. (2019). Exploring the impact of national culture on mobile payment acceptance. Proceeding Book of the 4th ICMEM 2019 and The 11th IICIES, Indonesia, 824–828. [Google Scholar]
  45. Kirkman, B., Lowe, K., & Gibson, C. (2006). A quarter century of Culture's Consequences: a review of empirical research incorporating Hofstede's cultural values framework. Journal of International Business Studies, 37, 285–320. https://doi.org/10.1057/palgrave.jibs.8400202 [Google Scholar]
  46. Kumar, V., Shareef, M.A., Kumar, U., & Persaud, A. (2016). Promotional marketing through mobile phone SMS: a cross–cultural examination of consumer acceptance. Transnational Corporations Review, 8(1), 1–16. https://doi.org/10.1080/19186444.2016.1162473 [Google Scholar]
  47. Laddad, A.S., Phade, G.M., Thombare, S.P., Nikumbh, M., & Zalte, S.A. (2015). Evolution of mobile technology. International Journal of Advanced Research in Electronics and Communication Engineering (IJARECE), 4(3), 642–648. [Google Scholar]
  48. Lai, P. (2017). The literature review of technology adoption models and theories for the novelty technology. Journal of Information Systems and Technology Management, 14(1), 21–38. https://doi.org/10.4301/S1807-17752017000100002 [Google Scholar]
  49. Lai, P.C. & Zainal, A.A. (2015). Consumers' intention to use a single platform e-payment system: A study among Malaysian internet and mobile banking users. Journal of Internet Banking and Commerce, 20(1), 1–13. [Google Scholar]
  50. Lee, Y., Kim, J., Lee, I., & Kim, H. (2002). A cross-cultural study on the value structure of mobile Internet usage: Comparison Between Korea and Japan. Journal of Electronic Commerce Research, 3, 227–238. [Google Scholar]
  51. Leung, K., Bhagat, R.S., Buchan, N.R., Erez, M., & Gibson, C.B. (2005). Culture and international business: recent advances and their implications for future research. Journal of International Business Studies, 36(4), 357–378. https://doi.org/10.1057/palgrave.jibs.8400150 [Google Scholar]
  52. Liu, C-L.E., Sinkovics, R.R., Pezderka, N., & Haghirian, P. (2012). Determinants of consumer perceptions toward mobile advertising — A comparison between Japan and Austria. Journal of Interactive Marketing, 26(1), 21–32. https://doi.org/10.1016/j.intmar.2011.07.002 [Google Scholar]
  53. Liu, C-L.E., Sinkovics, R.R., Sinkovics, N., & Haghirian, P. (2012). Determinants of consumer perceptions toward mobile advertising – A comparison between Japan and Austria. Journal of Interactive Marketing, 26(1), 21–32. https://doi.org/10.1016/j.intmar.2011.07.002 [Google Scholar]
  54. Liu, F., Kanso, A., Zhang, Y., & Olaru, D. (2019). Culture, perceived value, and advertising acceptance: A cross-cultural study on mobile advertising. Journal of Promotion Management, 25(7), 1028–1058. https://doi.org/10.1080/10496491.2019.1612495 [Google Scholar]
  55. Lu, J., Yu, C-S., Liu, C., & Wei, J. (2017). Comparison of mobile shopping continuance intention between China and USA from an espoused cultural perspective. Computers in Human Behavior, 75, 130–146. https://doi.org/10.1016/j.chb.2017.05.002 [Google Scholar]
  56. Luarn, P., & Lin, H-H. (2005). Toward an understanding of the behavioral intention to use mobile banking. Computers in Human Behavior, 21(6), 873–891. https://doi.org/10.1016/j.chb.2004.03.003 [Google Scholar]
  57. Mandler, T., Seifert, R., Wellbrock, C-M., Knuth, I., & Kunz, R. (2018). The impact of national culture on mobile commerce adoption and usage intensity. Proceedings of the 51st Hawaii International Conference on System Sciences. https://doi.org/10.24251/HICSS.2018.459 [Google Scholar]
  58. Merhi, M., Hone, K., & Tarhini, A. (2019). A cross-cultural study of the intention to use mobile banking between Lebanese and British consumers: Extending UTAUT2 with security, privacy and trust. Technology in Society, 59, 101151. https://doi.org/10.1016/j.techsoc.2019.101151 [Google Scholar]
  59. Mortimer, G., Neale, L., Hasan, S.F.E., & Dunphy, B. (2015). Investigating the factors influencing the adoption of m-banking: a cross cultural study. International Journal of Bank Marketing, 33(4), 545–570. https://doi.org/10.1108/IJBM-07-2014-0100 [Google Scholar]
  60. Muk, A. (2007). Cultural influences on adoption of SMS advertising: A study of American and Taiwanese consumers. Journal of Targeting Measurement and Analysis for Marketing, 16(1), 39–47. https://doi.org/10.1057/palgrave.jt.5750062 [Google Scholar]
  61. Muk, A., & Chung, C. (2015). Applying the technology acceptance model in a two-country study of SMS advertising. Journal of Business Research, 68(1), 1–6. https://doi.org/10.1016/j.jbusres.2014.06.001 [Google Scholar]
  62. Muralidharan, S., Ferle, C.L., & Sung, Y. (2015). How culture influences the “Social” in social media: Socializing and advertising on smartphones in India and the United States. Cyberpsychology, Behavior, and Social Networking, 18(6), 356–360. https://doi.org/10.1089/cyber.2015.0008 [Google Scholar]
  63. Öztaş, Y.B.B. (2015). The increasing importance of mobile marketing in the light of the improvement of mobile phones, confronted problems encountered in practice, solution offers and expectations. Social and Behavioral Sciences, 195, 1066–1073. https://doi.org/10.1016/j.sbspro.2015.06.150 [Google Scholar]
  64. Pentina, I., Zhang, L., Bata, H., & Chen, Y. (2016). Exploring privacy paradox in information-sensitive mobile app adoption: A cross-cultural comparison. Computers in Human Behavior, 65, 409–419. https://doi.org/10.1016/j.chb.2016.09.005 [Google Scholar]
  65. Persaud, A., & Azha, I. (2012). Innovative mobile marketing via smartphones: Are consumers ready? Marketing Intelligence & Planning, 30(4), 418–443. https://doi.org/10.1108/02634501211231883 [Google Scholar]
  66. Pierce, M., & Jiang, P. (2021). Exploring cultural influences on mobile marketing acceptance. International Journal of Internet Marketing and Advertising, 15(1), 1–28. https://doi.org/10.1504/IJIMA.2021.112787 [Google Scholar]
  67. Qin, L., Kim, Y., & Tan, X. (2018). Understanding the intention of using mobile social networking apps across cultures. International Journal of Human–Computer Interaction, 34(12), 1183–1193. https://doi.org/10.1080/10447318.2018.1428262 [Google Scholar]
  68. Robayo, O., Montoya, L.A., & Rojas-Berrio, S.P. (2017). Mobile marketing: Conceptualization and research review. Espacios, 38(61), 26–42. [Google Scholar]
  69. Rowles, D. (2017). Mobile Marketing: How mobile technology is revolutionizing marketing, communications and advertising. Paperback. 2nd Edition. [Google Scholar]
  70. Salih, A.A., Zeebaree, S.R.M., Abdulraheem, A.S., Zebari, R.R., Sadeeq, M.A.M., & Ahmed, O.M. (2020). Evolution of mobile wireless communication to 5G revolution. Technology Reports of Kansai University, 62(5), 2139–2151. [Google Scholar]
  71. Samaradiwakara, G.D.M.N., & Gunawardena, C.G. (2014). Comparison of existing technology acceptance theories and models to suggest a well improved theory/model. International Technical Sciences Journal (ITSJ), 1(1), 21–36. [Google Scholar]
  72. Schwartz, S.H. (1992). Universals in the content and structure of values: theoretical advances and empirical tests in 20 countries. Advances in Experimental Social Psychology, 25, 1–65. https://doi.org/10.1016/S0065-2601(08)60281-6 [Google Scholar]
  73. Sekaran U, (1983). Methodological and theoretical issues and advancements in crosscultural research. Journal of International Business Studies, 14, 61–73. https://doi.org/10.1057/palgrave.jibs.8490519 [Google Scholar]
  74. Soares, A.M., Farhangmehr, M., & Shoham, A. (2007). Hofstede's dimensions of culture in international marketing studies. Journal of Business Research, 60, 277–284. https://doi.org/10.1016/j.jbusres.2006.10.018 [Google Scholar]
  75. Sriwindonoa, H., & Yahyaa, S. (2012). Toward Modeling the Effects of Cultural Dimension on ICT Acceptance in Indonesia. Social and Behavioral Sciences, 65(3), 833–838. https://doi.org/10.1016/j.sbspro.2012.11.207 [Google Scholar]
  76. Statista. (2021). Global mobile commerce expenditure in 2016, 2017 and 2021. Retrieved from https://www.statista.com/statistics/248777/worldwide-ios-and-android-app-revenue-by-source/. [Google Scholar]
  77. Steenkamp, J.E.M. (2001). The role of national culture in international marketing research. International Marketing Review, 18(1), 30–44. https://doi.org/10.1108/02651330110381970 [Google Scholar]
  78. Storch, S.L., & Juarez-Paz, A.V.O. (2018). The role of mobile devices in 21st-century family communication. Mobile Media & Communication, 7(4), 248–264. https://doi.org/10.1177/2050157918811369 [Google Scholar]
  79. Suiyan, G. (2012). Cross cultural dimension of cooperation. Policy Perspectives, 9(1), 155–160. [Google Scholar]
  80. Taherdoost, H. (2018). A review of technology acceptance and adoption models and theories. Procedia Manufacturing, 22, 960–967. https://doi.org/10.1016/j.promfg.2018.03.137 [Google Scholar]
  81. Tam, C., & Oliveira, T. (2019). Does culture influence m-banking use and individual performance? Information and Management, 56(3), 356–363. https://doi.org/10.1016/j.im.2018.07.009 [Google Scholar]
  82. Timokhina, G., Taylan Urkmez, T., & Wagner, R. (2018). Cross-cultural variations in consumer behavior: A literature review of international studies. South East European Journal of Economics and Business, 13(2), 49–71. https://doi.org/10.2478/jeb-2018-0012 [Google Scholar]
  83. Trompenaars, F. & Hampden, T. (1998). Riding the Waves of Culture. New York: McGrawHill. [Google Scholar]
  84. Tylor, E.B. (1871) Primitive culture: Researches into the development of mythology, philosophy, religion, language, art and custom. London, J. Murray. [Google Scholar]
  85. Van Raaij, E.M. & Schepers, J.J.L. (2008). The acceptance and use of a virtual learning environment in China. Computers & Education, 50, 838–852. https://doi.org/10.1016/j.compedu.2006.09.001 [Google Scholar]
  86. Varnali, K., & Toker, A. (2010). Mobile marketing research: The-state-of the-art. International Journal of Information Management, 30(2), 144–151. https://doi.org/10.1016/j.ijinfomgt.2009.08.009 [Google Scholar]
  87. Venkatesh, V., Morris, M., Davis, G., & Davis, F. (2003). User acceptance of information technology: Toward a unified View. MIS Quarterly, 27(3), 425–478. https://doi.org/10.2307/30036540 [Google Scholar]
  88. Venkatesh, V., Thong, J.Y.L., & Xu, X. (2012). Consumer acceptance and use of information technology: Extending the unified theory of acceptance and use of technology. MIS Quarterly, 36(1), 157–178. https://doi.org/10.2307/41410412 [Google Scholar]
  89. Walumbwa, F.O., Lawler, J.J., & Avolio, B.J. (2006). University of Washington SeattleLeadership, individual differences, and work‐related attitudes: A cross‐culture investigation. Applied Psychology, 56(2), 212–230. https://doi.org/10.1111/j.1464-0597.2006.00241.x [Google Scholar]
  90. Zhang, L., Zhu, J., & Liu, Q. (2012). A Meta-analysis of mobile commerce adoption and the moderating effect of culture. Computers in Human Behavior, 28, 1902–1911. https://doi.org/10.1016/j.chb.2012.05.008 [Google Scholar]

Full metadata record

Cite this record

APA style

Nguyen, Ngoc Thi Hong & Rudawska, Edyta (2022). Integrated Cultural Theories on Mobile Marketing Acceptance: Literature Review. (2022). Integrated Cultural Theories on Mobile Marketing Acceptance: Literature Review. Central European Management Journal, 30(3), 112–135. https://doi.org/10.7206/cemj.2658-0845.84 (Original work published 9/2022AD)

MLA style

Nguyen, Ngoc Thi Hong and Rudawska, Edyta. “Integrated Cultural Theories On Mobile Marketing Acceptance: Literature Review”. 9/2022AD. Central European Management Journal, vol. 30, no. 3, 2022, pp. 112–135.

Chicago style

Nguyen, Ngoc Thi Hong and Rudawska, Edyta. “Integrated Cultural Theories On Mobile Marketing Acceptance: Literature Review”. Central European Management Journal, Central European Management Journal, 30, no. 3 (2022): 112–135. doi:10.7206/cemj.2658-0845.84.

Copyright info

copyright info

CC-BY

People also read:

No related content.