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American Journal of Business and Operations Research
Volume 3 , Issue 2, PP: 94-106 , 2021 | Cite this article as | XML | Html |PDF

Title

A new way of Reaching consumers: the Role of Marketing Related Mobile Factors on the Consumers' Acceptance of Multichannel Mobile Marketing

Authors Names :   Alaa Elsayed Elsayaad   1 *  

1  Affiliation :  Faculty of Technology and Development, Zagazig University, Egypt

    Email :  dr.alaa.elsayaaad@gmail.com



Doi   :   https://doi.org/10.54216/AJBOR.030203

Received: January 10, 2021 Accepted: May 23, 2021

Abstract :

This research investigates factors that may affect the level of acceptance of mobile marketing and determines if there is a relationship between these factors and the level of acceptance of mobile marketing. It separately investigates the most influential factors affecting the level of acceptance. This research was to investigate as well if there were differences in the readiness of undergraduate students regarding acceptance and factors leading to acceptance in terms of gender, age, education, and place. The research depends upon a sample of undergraduate students studying in universities. The researcher employed statistical techniques such as descriptive, correlation analysis, linear multiple regression, one-way Anova, and the post hoc test. The main findings from this research are that factors affecting acceptance were related to the level of acceptance of mobile marketing in the research field of reality. There is a significant difference between undergraduate students regarding factors affecting acceptance of mobile marketing; also there is a significant difference between undergraduate students regarding their readiness of acceptance in terms of some demographic characteristics.

Keywords :

Mobile Marketing Acceptance , Advertising , Applications , perceived Usefulness , Quick Response Code , Short Messages Service , Location Based Services

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Cite this Article as :
Alaa Elsayed Elsayaad, A new way of Reaching consumers: the Role of Marketing Related Mobile Factors on the Consumers' Acceptance of Multichannel Mobile Marketing, American Journal of Business and Operations Research, Vol. 3 , No. 2 , (2021) : 94-106 (Doi   :  https://doi.org/10.54216/AJBOR.030203)