Purpose

– Developments of Internet and mobile technology make new opportunities for both companies and customer. As a result, mobile devices become new medium conveying messages between firms and consumers. The purpose of this paper is to gain a better understanding of mobile marketing communication from consumers' perception. To fulfil this purpose, this study contains comprehensive dimensions regarding consumers' perception and mobile marketing. Based on these dimensions, two different countries, Sweden and China, were chosen to analyse and compare the differences in consumers' perception as well. The final result is expected to provide effective information on the field.

Design/methodology/approach

– In this study, a conceptual framework is developed based on earlier studies. Due to numerical data, a quantitative method was adapted in this study. To collect data, we chose survey contains a self-completed questionnaire with closed questions. The responses from the two countries (Sweden and China) were compared.

Findings

– From this result it reveals that the development of mobile marketing communications is relatively more mature in Sweden than in China. Higher consumers' anticipation of receiving messages containing positive attributes are exposed in the Swedish market while more incentives and credibility are necessary to make Chinese consumers active and positive in mobile marketing communications.

Research limitations/implications

– This study is limited to consider all dimensions regards to consumers' perception and mobile marketing. Also, by using a non-probability sample, the respondents are limited to include all age group. However, it also shows the valuable insights and understanding in this area. Future research should consider measuring effectiveness from both firms and customers perspective.

Originality/value

–Little attention has been devoted to the efficiency of mobile marketing communications in attracting customers from an international marketing perspective. This study is to fill this gap in the literature, connecting consumers perception and companies' mobile marketing. This study also provides the understanding for the companies who plan to expand marketing through mobile communicating with international clients.