494 429
Full Length Article
American Journal of Business and Operations Research
Volume 3 , Issue 2, PP: 94-106 , 2021 | Cite this article as | XML | Html |PDF


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

References :

1.     Amato, C.H., Hollenbeck, C, R., and Peters, C. (2007). An Exploratory Investigation of Consumers Perceptions of Wireless Advertising. Journal of Advertising, Vol.36 No.4, pp. 129-145.

2.     Aaker D., Kumar V., & Day G. (2007), "Marketing Research", 9th edition, Wiley.

3.     Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behaviour. Eaglewood Cliffs, NJ: Prentice-Hall.

4.     AL- Khasawneh, Mohammad and Shuhaiber, Ahmed (2013) “A Comprehensive Model of Factors Influencing Consumer Attitude Towards and Acceptance of SMS Advertising: An Empirical Investigation in Jordan” International Journal of Sales & Marketing Management Research and Development (IJSMMRD), Vol.3, Issue 2, pp. 1-22.

5.     Al-Meshal, Soad and Almotairi, Mohammad (2013) “Consumer acceptance of Mobile Marketing: An Empirical Study on the Saudi Female” International Journal of Marketing Studies, Vol. 5, No. 5, pp. 94-100.

Amin Mohamed Ahmed (2014), "The role of the customer initiative in the development of the intentions of adopting new products applied study on mobile customers for Egyptian university students", Ph.D. Thesis, Faculty of Commerce - Mansoura University. (In Arabic). Anderson and Nilsson. (2000). Wireless Advertising Effectiveness: Evaluation of an SMS advertising Trial. [Online] Available:http:// web.hhs.se/cic/courses/ underthebridge/wireless_ad_eff.pdf. Andreas M. (2012). If you love something, let it go mobile: Mobile marketing and mobile social media 4x4, Business Horizons, Vol. 55 No .2, pp. 129–139. App Annie, (2015). Complete app market to uncover opportunities without the guesswork. Available from https://www.appannie.com/ en/tours/market-dataintelligence/. Ashraf, M. F., & Kamal, Y. (2010). Acceptance of mobile marketing among university students. Mustang Journal of Business and Ethics, 1, 9.‏ Ayanwale, A., Alimi, T., and Ayanbimipe, M. (2005). The Influence of Advertising on Consumer Brand Preference. Journal of Social Sciences, Vol. 10, 1, 9-16. Balasubramanian, S., Peterson, R. A., & Jarvenpaa, S. L. (2002). Exploring the implications of m-commerce for markets and marketing. Journal of the Academy of Marketing Science, 30(4). Barnes, S.J. (2003), “Location-Based Services: The State-of-the-Art", e-Service Journal, Vol. 2, No. 3: 59-70,. Barutcu, S .(2007). Attitudes towards mobile marketing tools: a study of Turkish consumers. Journal of Targeting, Measurement and Analysis for Marketing, Vol. 16 No. 1, pp. 26-38. Barwise , P., and Strong , C. ( 2002 ). Permission-based mobile advertising. Journal of Interactive Marketing, Vol. 16 ,1, 14 – 24 Bauer, Hans; Barnes, Stuart; Reichardt, Tina and Neumann, Marcus (2005)”Driving consumer acceptance of mobile marketing . Carroll, A., Barnes, S. J., and Scornavacca, E. (2005). Consumers Perceptions and Attitudes towards SMS Mobile Marketing in New Zealand. In the Proceedings of the Fourth International Conference on Mobile Business (ICMB 2005), pp. 434-440. Carroll, A., Barnes, S. J., Scornavacca, E., & Fletcher, K. (2007). Consumer perceptions and attitudes towards SMS advertising: recent evidence from New Zealand. International Journal of Advertising, 26(1), 79-98.‏ Content Marketing Institute (2018) What is Content Marketing? [online] http://contentmarketinginstitute.com/what-is-content-marketing/ (accessed 30 September 2018). Cheong, J., & Park, M. C. (2005). Mobile internet acceptance in Korea. Internet research, 15(2), 125-140. Chinomona, Richard and Sandada, Maxwell (2013) “The Influence of Market Related Mobile Activities on The Acceptance of Mobile Marketing And Consumer Intention To Purchase Products Promoted By SMS In South Africa” The Journal of Applied Business Research , Vol. 29, No. 6,pp.1897-1907. Chiu, Y.B., Lin, C.P. and Tang, L.L. (2005), ‘‘Gender differs: assessing a model of online purchase intentions in e-tail service’’, International Journal of Service Industry Management, Vol. 16 No. 5, pp. 416-35. Chowdhury, H., K., Parvin, N., Weitenberner, C., and Becker, M., (2006). Consumer Attitude toward Mobile Advertising in an Emerging Market: An Empirical Study. International Journal of Mobile Marketing, Vol. 1 2, 33-42. Coursaris, C. K; sung, J; swierenga, S. J. (2010 ), Effects of Message Characteristics, Age, and Gender on Perceptions of Mobile advertising. In: International Conference on Mobile Business / Global Mobility Roundtable, 9, 2010, Atenas,Grecia. Anais. Davis FD (1989).Perceived Usefulness, Perceived Ease of Use and User Acceptance of Information Technology. MIS Q., 13(3):319-339. Deloitte.(2013). Deloitee Forecast a big year for mobile in southAfrica. [Online]. At: http://businesstech.co.za/news/mobile/31978/. Deng, Z., Lu, Y., Wang, B., Zhang, J., & Wei, K. K. (2010). An empirical analysis of factors influencing users' adoption and use of mobile services in China. International Journal of Mobile Communications, 8(5), 561-585.‏ Dickinger A., Haghirian P., Murphy J., and Scharl A. (2004). An Investigation and Conceptual Model of SMS Marketing. Proceedings of the 37th Hawaii International Conference on System Sciences (HICSS-37), Hawaii,USA. [Online]Available:http://csdl.computer.org/comp/proceedings/hicss/2004/2056/01/205610031b.pdf. Dix, S., Phau, I., Jamieson, K., & Shimul, A. S. (2017). Investigating the Drivers of Consumer Acceptance and Response of SMS Advertising. Journal of Promotion Management, 23(1), 62–79. Doherty, C. (2007). Mobile Marketing is Yet to Bloom. Revolution, November, pp. 51. Du, Peng (2012) “Factors Influencing Consumers’ Acceptance of Mobile Marketing: An Empirical Study of the Chinese Youth Market” International Journal of China Marketing, Vol. 2, No.2, pp.24-37. Duncan, E., Hazan, E., & Roche, K. (2014, March). Digital disrup-tion: Six consumer trends and what businesses need to do now. Earl, M., & Feeny, D. (2012). How to be a CEO for the information  age. Sloan Management Review, 14(2), 11–23. Edress T.A, (2012). Marketing Research, Techniques of measurements, and analysis, and testing hypotheses. El-dar El-gameaya in Alexandria. (In Arabic). eMarketer (2010, December). Local Mobile Ad Spending to ContinueDramaticGrowth.Retrievedfromhttp://www.emarketer.com/mobile/ article_m.aspx?R=1008094. eMarketer (2011, February). Best Practices for Mobile Retail Strategy,eMarketer.Retrievedfromhttp://www.emarketer.com/Aticle.aspx?R=1008221. Mobile Marketing Association IJMM Summer 2012Vol. 7, No. 2. e-marketer. (2014). Driven by Facebook and Google, Mobile Ad Market Soars 105% in2013. eMarketer. (2015). Mobile Ad Spend to Top $100 Billion Worldwide in 2016, 51% of Digital Market - eMarketer. Retrieved from https://www.emarketer.com /Article/Mobile-Ad-Spend-Top-100-Billion-Worldwide-2016-51-of-Digital-Market/1012299. eMarketer. (2016). [Online]. Available at: www.emarketer.com. [Accessed on: 15 April 2019]. E-Marketing Egypt (2016). Digital Marketing Outsourcing, Consulting & Training Company in Egypt .available at http://www.emarketing-egypt.com. Enpocket.(2002).The response performance of SMSadvertising. [Online] Available:http://www.enpocket.com/resource/acrobat/Enpocket%20Insight%20-%20Direct%20response.pdf, accessed 19 June 2004. Ericson, L., Herring, L., & Ungerman, K. (2014, December). Busting mobile-shopping myths. McKinsey and Company. From http://mckinseyonmarketingandsales. Feng, X., Fu, S., & Qin, J. (2016). Determinants of consumers’ attitudes toward mobile advertising: The mediating roles of intrinsic and extrinsic motivations. Computers in Human Behavior, 63, 334–341.

44.    Global Mobile Marketing Market to Reach $183.5 Billion by 2024, with a CAGR of 23.4% - Analysis Segmented by Solution Type, Organization Size, End-user and Geography.

45.    Grewal, L., & Stephen, A. T. (2019). In Mobile we trust: The effects of Mobile versus nonmobile reviews on consumer purchase intentions. Journal of Marketing Research, 002224371983451.

46.   Maduku, D. K. (2016). Determinant of mobile marketing adoption among SouthAfrican SMEs unpublished doctoral thesis. Johannesburg: University ofJohannesburg.

47.   Mobile Marketing Statistics for 2018 and Beyond | Mobile Usage Statistics. Retrieved July 2, 2018, from bluecororna.com.

48.    Mobile E-commerce is up and Poised for Further Growth. Retrieved July 1, 2018, from statista.com website: https://www.statista.com/chart/13139/estimated-worldwide-mobile-e-commerce-sales/.

49.    Number of Mobile Phone Users Worldwide 2015–2020. Retrieved May 3, 2019, from statista.com.

50.   Persaud, A., & Azhar, I. (2012). Innovative mobile marketing via smartphones: Are consumers ready? Marketing Intelligence & Planning, 30(4), 418–443.

51.   Shankar, V., & Balasubramanian, S. (2009). Mobile marketing: a synthesis andprognosis. Journal of Interactive Marketing, 23(2), 118–129.

52.   Tsang, M. M., Ho, S. C., & Liang, T. P. (2004). Consumer attitudes toward mobile advertising: An empirical study. International journal of electronic commerce, 8(3), 65-78.‏

53.   Why Mobile and Consumers Are the Focal Points of This Year’s NewFronts. Retrieved July 2, 2018, from adweek.com.

54.    Watson, C., McCarthy, J., & Rowley, J. (2013). Consumer attitudes towards mobile marketing in the smart phone era. International Journal of Information Management, 33(5), 840–849.

55.   Yousif, R. O. (2012). Factors affecting consumer attitudes towards mobile marketing. Journal of Database Marketing & Customer Strategy Management, 19(3), 147-162.‏

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)