New publication: Mobile Marketing

David Taylor, Iryna Pentina and myself are happy to announce the pending publication of our mobile apps research.  In "Mobile application adoption by young adults: A social network perspective," we examine the influence close advisers have on young adults in their decision to adopt specific mobile applications.  The article will appear in the winter 2011 issue of the International Journal of Mobile Marketing, scheduled to publish in January 2012.

Our findings suggest that (a) having a friend/family member using a mobile app is a significant predictor of ones adoption of the same app, but that (b) young adults are more likely to turn towards their friends for some types of apps while turning to family for other types of apps.  This is the third project Iryna, David and I have published looking at social influences on consumer preference.