Abstract
The study was initiated to assess the attitude towards mobile marketing among students of Bahir Dar University, Ethiopia. The objective of the study is to evaluate whether the university students have accepted Mobile/SMS advertising positively and to understand the issues students experienced and the thoughts they perceived from educational perspective considering different factors affecting their attitude towards Mobile/SMS advertising. Data were collected from 98 students using convenience sampling method. The major results of the study indicated students do not have a strong positive attitude towards mobile advertising and they believe that it has a negative factor on quality of education. The study recommended the mobile marketers to properly segment their customers in order to stop irrelevant messages being sent and ethio–telecom to start to apply permission-marketing in order to protect its customers from disturbance. Key words: Mobile advertising, mobile marketing, permission marketing, Bahir Dar University.
Highlights
Technology developments have created new marketing communication channels or media such as email, SMS (Short Messaging Service) and MMS (Multimedia Messaging Service)
This study aims to study the extent of disturbance perceived by students of Bahir Dar University and the attitude Bahir Dar university students have developed regarding mobile marketing
The demographic results are in line with a report by GSM Association (2017) which stated that women in Sub-Saharan Africa were 17% less likely than men to own a mobile phone in 2016, with mobile uptake by females remaining below 40% in the region
Summary
Technology developments have created new marketing communication channels or media such as email, SMS (Short Messaging Service) and MMS (Multimedia Messaging Service). These digital media are considered to potentially improve the possibilities to reach consumers by allowing personalization of the content and context of the message (Forrester Report, 2001). With the rise of more sophisticated mobile devices, namely smartphones, the new convergence to e-marketing has resulted in powerful consumers who have their stores in their hands (Abrams, 2013). At the end of 2016, there were 420 million unique mobile subscribers in SubSaharan Africa, equivalent to a penetration rate of 43% (GSM Association, 2017). According to the report of GSM Association (2017), the region continues to grow faster
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