Minding your mobile manners : a cross-national comparison
Bednall, David, Montagu, Kimble and Totten, Jeff 2007, Minding your mobile manners : a cross-national comparison, in AM 2007 : Marketing theory into practice : 2007 Academy of Marketing Conference, Kingston Business School, Surrey, England, pp. 1-13.
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AM 2007 : Marketing theory into practice : 2007 Academy of Marketing Conference
Dall'Olmo Riley, Francesca Lomax, Wendy Robinson, Helen
Academy of Marketing Conference
Kingston Business School
Place of publication
Mobile phones offer a new marketing channel, but socially there are concerns about their intrusiveness. Marketers need to understand the social etiquettes governing their use in order to exploit their value. In addition, the use of mobiles whilst driving is the cause of car accidents and is illegal in some parts of the world. A study of 893 United States, Australian and Chinese tertiary students showed that there was widespread but not universal agreement that usage was inappropriate in places of worship, classrooms and libraries or while driving a car. Australian and Chinese students were more tolerant of mobile usage than Americans in most situations, apart from use while driving. The study showed a conflict between actual driving behaviour and views on the desirability of using mobiles while driving. The persistence of talking while driving should be a concern to those who promote road safety. Use of SMS was more broadly tolerated in class and in picture theatres than was speaking on a mobile phone. The use of inbound and outbound telemarketing is limited by the social etiquettes discovered. Further research into tolerable mobile behaviour in various public and private spaces is required in order to make best use of this marketing medium.
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Field of Research
150599 Marketing not elsewhere classified
Socio Economic Objective
970115 Expanding Knowledge in Commerce, Management, Tourism and Services
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