A Review and Model Development of the Factors that Affect Mobile Marketing Acceptance by Customers
Journal: International Journal of Science and Research (IJSR) (Vol.4, No. 10)Publication Date: 2015-10-05
Authors : Vijayesvaran Arumugam; Hisham Noori Hussein; Chya Najmuldeen;
Page : 1475-1478
Keywords : Mobile Marketing; Enjoyment; Attitude toward Mobile Marketing; Usefulness;
Abstract
The use of mobile is growing rapidly and it is expected to surpass all other media Nevertheless, the academic studies related to mobile usage such as mobile marketing are few. The purpose of this study is to review the factors that affect the acceptance of mobile marketing and to develop a new model of mobile marketing acceptance. A total of eight models were found related to mobile marketing were reviewed and analyzed. A frequency analysis was used to identify the extracted and frequent factors. The findings indicated that the acceptance of mobile marketing is influenced by attitude toward mobile marketing, usefulness, enjoyment, content access, content sharing, personal attachment, and information provision. Discussions of the findings were given and directions for future work were highlighted
Other Latest Articles
- Limnological Study of Sheonath River Near Sheonath Temple Durg (C.G.) India
- Comparative Econometrics of Tiger Shrimp (Penaeus monodon, Fabricius) Monoculture against Polyculture at Selected Regions of Coastal Purba Medinipur of West Bengal During, 2014
- Awareness of Various Aspects of Physiotherapy among Medical Residents
- Banks?Internal Control System, the case of Albania
- Motivation Factors Influencing Retention of Staffinpublic Hospitals in Kenya: A Case Study of Kiambu District Hospital
Last modified: 2021-07-01 14:25:16