Consumer Acceptance of Mobile Marketing: An Empirical Study on the Saudi Female

Soad Abdullah Almeshal · Mohammad Almotairi

16 citations0/0 files storedInternational Journal of Marketing Studies

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Technology Adoption and User Behaviour Marketing and Advertising Strategies Digital Marketing and Social Media

Abstract

This paper examines the factors that influence mobile marketing acceptance among female Saudi consumers. Asurvey was conducted using an electronic and self-administered questionnaire. A total of 300 questionnaires weredistributed. The valid questionnaires were 226; thus the response rate is 0.75. This study examines the followingfactors: providing information, content sharing, content access, personal attachment, and perceived value asindependent factors. The mobile marketing acceptance was the dependent factor. Results of the study indicatethere is a high association between study variables and mobile marketing acceptance. Conclusion, studylimitation, and future studies were provided.

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References

2000Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments 2005Value-based Adoption of Mobile Internet: An empirical investigation 2005Driving consumer acceptance of mobile marketing: a theoretical framework and empirical study 2002Exploring the Implications of M-Commerce for Markets and Marketing 2002From Consumer Response to Active Consumer: Measuring the Effectiveness of Interactive Media 2012Innovative mobile marketing via smartphones 2005Increasing Advertising Value of Mobile Marketing - An Empirical Study of Antecedents 2009Factors Influencing Consumer Acceptance of Mobile Marketing: A Two-Country Study of Youth Markets

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2019Effectiveness of Online Digital Media Advertising as A Strategic Tool for Building Brand Sustainability: Evidence from FMCGs and Services Sectors of Pakistan 2000Exploratory Study of the Adoption and Use of the Smartphone Technology in Emerging Regions: Case of Saudi Arabia 2015Exploring the adoption and use of the smartphone technology in emerging regions: A literature review and hypotheses development 2018Exploring Factors Affecting Consumers’ Adoption of Shopping via Mobile Applications in Turkey

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