Regresar

It-dependent strategic initiative to increase the marketing performance of mobile security solutions

Abstract:

Purpose - Since mobile devices can hold vast amounts of confidential and sensitive information, they are attractive targets for criminals. Both individuals and society as a whole can suffer serious consequences if these devices are compromised. However, even though the importance of securing mobile devices, many of users are not conscious of the severity of mobile threats and they still do not use any kind of security solutions. Facing this reality, this paper proposes a solution to motivate users to use security solutions. Design/methodology/approach - The presented work has found how integrating the protection motivation theory and flow theory in a correct stage of consumer-product attachment can increase considerably the usage of security solutions in mobile devices. To develop the mentioned study, this work has executed a survey and field experiment to a considerable number of mobile users to determinate the effect of different types of fear appeals. Findings - The resultant findings suggest that interactive and customized fear appeals delivered to the user in the early ownership stage of the product-customer attachment is a promising means of encouraging the adoption of mobile security solutions in end users. Originality/value - This study provides theoretical means to the mobile market for: (1) insertion of fear appeal messages oriented to the marketing of mobile security solutions in new smart devices, and (2) creating new advertising market for device manufacturers (e.g. Samsung and Apple), mobile operators (e.g. Verizon, Telefonica), and security solution providers (e.g. TrendMicro and Symantec).