1. Further exploration of the marketing communications approaches that make consumers willing to engage with companies through the mobile channel, including a deeper understanding of the outcome of such engagement in terms of sales, brand awareness and other marketing objectives.
2. Investigation into the effect of demographic factors, such asage, gender, extent of mobile phone use, income level, and culture, on issues such as trust formation and benefit perceptionwith mobile marketing communication, and identification withmobile phone handsets.
3. Further exploration of the value of QR codes and other pull technologies both to consumers and organisations, including thefactors that drive their adoption and continued use, and the effectscanning a code may have on acquisition, retention or conversion rates.