Volume 21, Issue 1, March 2016, Pages 169–182
Shaista Kamal Khan1, Samman Mohsin2, Midhat Rahber3, Rabab Mehdi4, Binish Farooq5, and Shafaq Abdulghani6
1 Department of Business Administration, Jinnah University for Women, Karachi, Pakistan
2 Department of Business Administration, Jinnah University for Women, Karachi, Pakistan
3 Department of Business Administration, Jinnah University for Women, Karachi, Pakistan
4 Department of Business Administration, Jinnah University for Women, Karachi, Pakistan
5 Department of Business Administration, Jinnah University for Women, Karachi, Pakistan
6 Department of Business Administration, Jinnah University for Women, Karachi, Pakistan
Original language: English
Copyright © 2016 ISSR Journals. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
This study aims to investigate the impact of SMS advertisement on Pakistani female consumers. A conceptual model is created that is based on a prior literature to discover factors affecting female consumer’s acceptance on mobile marketing. A survey is conducted by self-administered questionnaire and 200 samples are collected from Pakistan through online and offline questionnaires and seven hypotheses are tested, using analysis. This study focuses on three basic factors, i.e. personal information, accessing contacts and perceived value as independent factors and mobile marketing acceptance as dependent factor. The result of the study signifies that there is a great connection between these variables and mobile marketing acceptance. Conclusion, study limitations and future study are presented in this paper. Mobile marketing is considered as an innovative form of marketing and gives expose to the corporations, to do firm Marketing action performance via mobile devices, these devices allow advertisers to indirectly communicate with likely customers in a quick speed and despite the geographical differences. Mostly people are running after smart phones, for that reason the researches about attitude towards mobile advertising was accepted according to cultural orientation. Recently, the reasons for fastest growth in Smartphone are growing functionality and low cost data plans. These advance functionalities have raised new challenges for marketing researchers and marketers.
Author Keywords: Mobile marketing acceptance, providing information, accessing contacts, perceived values.
Shaista Kamal Khan1, Samman Mohsin2, Midhat Rahber3, Rabab Mehdi4, Binish Farooq5, and Shafaq Abdulghani6
1 Department of Business Administration, Jinnah University for Women, Karachi, Pakistan
2 Department of Business Administration, Jinnah University for Women, Karachi, Pakistan
3 Department of Business Administration, Jinnah University for Women, Karachi, Pakistan
4 Department of Business Administration, Jinnah University for Women, Karachi, Pakistan
5 Department of Business Administration, Jinnah University for Women, Karachi, Pakistan
6 Department of Business Administration, Jinnah University for Women, Karachi, Pakistan
Original language: English
Copyright © 2016 ISSR Journals. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Abstract
This study aims to investigate the impact of SMS advertisement on Pakistani female consumers. A conceptual model is created that is based on a prior literature to discover factors affecting female consumer’s acceptance on mobile marketing. A survey is conducted by self-administered questionnaire and 200 samples are collected from Pakistan through online and offline questionnaires and seven hypotheses are tested, using analysis. This study focuses on three basic factors, i.e. personal information, accessing contacts and perceived value as independent factors and mobile marketing acceptance as dependent factor. The result of the study signifies that there is a great connection between these variables and mobile marketing acceptance. Conclusion, study limitations and future study are presented in this paper. Mobile marketing is considered as an innovative form of marketing and gives expose to the corporations, to do firm Marketing action performance via mobile devices, these devices allow advertisers to indirectly communicate with likely customers in a quick speed and despite the geographical differences. Mostly people are running after smart phones, for that reason the researches about attitude towards mobile advertising was accepted according to cultural orientation. Recently, the reasons for fastest growth in Smartphone are growing functionality and low cost data plans. These advance functionalities have raised new challenges for marketing researchers and marketers.
Author Keywords: Mobile marketing acceptance, providing information, accessing contacts, perceived values.
How to Cite this Article
Shaista Kamal Khan, Samman Mohsin, Midhat Rahber, Rabab Mehdi, Binish Farooq, and Shafaq Abdulghani, “Consumer Acceptance of Mobile Marketing: An Empirical Study on Pakistani females,” International Journal of Innovation and Scientific Research, vol. 21, no. 1, pp. 169–182, March 2016.
