Recent PhD Graduate

Geoffrey Tanakinjal Geoffrey Tanakinjal

Title of Research: Adoption of mobile marketing services: An innovation-decision process perspective

Degrees: B.Sc (Hons), M.Sc (Management)

Area of PhD Research: Mobile marketing, diffusion of innovation, technology adoption, marketing communication

PhD completed: 2009

Supervisors: Dr Kenneth R. Deans and Professor Brendan J. Gray  

Short description of research:

This study seeks to examine how perceived risk and permission to be marketed influence the adoption of mobile marketing services. The research proposed an ‘assurance stage’ in the revised innovation decision process model. By reviewing the adoption process of consumers, particularly for mobile marketing services, this research would attempt to provide a better understanding of consumers’ adoption process especially related to permission-based marketing industry and issues pertaining to data security and privacy.

Publications

Tanakinjal, G. H., Gray, B. J., & Deans, K. R. (2008). "Trust development in mobile marketing: A conceptual model". International Conference on Communcation and Media (i-COME 08). Corus Hotel, Kuala Lumpur, Malaysia (14-16 June 2008).

Fam, K. S., Yang, L. & Tanakinjal, G. (forthcoming, 2008). Innovative sales promotion techniques among Hong Kong advertisers – a content analysis. Innovative Marketing.

Yang, L., Tanakinjal, G. & Fam, K. S. (2008). Popularity of sales promotion techniques among Hong Kong advertisers – a 10 year content analysis. In Proceedings of the 2008 Global Marketing Conference. Shanghai, China.

Tanakinjal, G.H., Deans, K.R. & Gray, B. J. 2007. Management Of Permission-based Mobile Marketing Diffusion: A Conceptual Model. International Journal of Business and Management. Vol. 2, No. 6 December 2007. 52 - 59

Conejo, F., Khoo, C,. Tanakinjal, G.H., & Yang, L. 2007. Neuromarketing: Will It Revolutionise Business? International Journal of Business and Management. Vol. 2, No. 6 December 2007. 72 – 76

Tanakinjal G. H., Gray B. J. and Deans K. R., (2007) “Diffusion of Permission-Based Mobile Marketing: A Conceptual Model”, Conference Proceedings Australia and New Zealand Marketing Academy (ANZMAC), University of Otago, Department of Marketing, December 3 – 5, 2007 Dunedin, New Zealand, 3571-3576.

Tanakinjal, G.H., Deans, K.R & Gray, B. 2007. Mobile Advertising, Permission Marketing and Trust: A Conceptual Framework. Pan-Pacific Conference XXIV Digital Convergence and e-Globalization. June 2-4, 2007. Dunedin & Queenstown, New Zealand, 30-32.  

Conejo, F., Tanakinjal, G.H., Yang, L., & Khoo, C. 2007 “Does Neuromarketing Really Work”? Asia Pacific Marketing Conference. Universiti Malaysia Sarawak (UNIMAS), 2 – 3 November, 2007 Kuching, Sarawak, Malaysia: 12-17

Tanakinjal, G.H. 2007 “Driving Consumer Trust in Mobile Marketing Channel” ANZMAC PhD Colloquium. University of Otago, 1-2 December, 2007 Dunedin, New Zealand. http://www.anzmac07.otago.ac.nz/dcPapers/Tanakinjal_colloquium2.pdf

Tanakinjal, Geoffrey Harvey (2006) Short Messaging Services (SMS) and Banking. In: Otago Business PhD Colloquium, 18 – 19 October 2006, Otago, New Zealand, 8. http://eprints.otago.ac.nz/562/