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As a new medium in marketing communication, mobile marketing has emerged for reaching both new and existing customers. This study aims to examine factors affecting purchase intention towards mobile marketing in banking. More specifically, the importance of permission to reach its target audience. The determinants of purchase intention include bank trust, personal trust and attitude towards mobile marketing. The findings of the study show that there existed positive relationship between bank trust, personal trust,attitude towards mobile marketing and purchase intention. Hence, the relationships were even stronger with the existence of permission as the moderating effect. In theoretical perspective, this study has a significant contribution in broadening the study of mobile marketing. Whereas for managerial perspective, it can offer more effective strategies and recommendations for expand the customer base. Limitations and future research direction are also discussed..

The Role of Permission on Purchase Intention in Mobile Marketing in Banking