Abstract
Mobile communication is very often materialized by the use of mobile Internet, SMS and MMS by companies to send advertising messages via mobile phones. SMS and MMS are a genuine social phenomenon. Furthermore, companies have found a new opportunity to operate in terms of targeted communication. Indeed, mobile communication is a fast and effective way of communication at lower cost. Many studies have already been undertaken on this topic in Europe, America and Asia. These studies have indicated that mobile marketing is more efficient than other contact modes with the permission that is in standards given in advance by the consumer to be sought. But in Sub-Saharan Africa in general and in Cameroon in particular, there is still a timid interest among the researchers on the field of mobile marketing. Despite a high penetration rate (71% in 2014) of mobile phone holders and a growing use of more advertising SMSs by enterprises, there is not yet legislation text in the sector of mobile communication in Cameroon. This explains why there is a misuse of advertising SMSs by Cameroonian enterprises. That is why the objective of this paper is to describe the reactions of Cameroonian mobile phone consumers toward advertising SMSs and the conditions of acceptance of advertising. The results have shown that the way Cameroonian mobile companies exploit this means of communication push them to adopt negative behaviors or negative reactions towards mobile advertising. For instance, 22.7% of Cameroonian mobile phone consumers delete advertising SMSs without reading them. In addition, in the absence of permission, the consumers condition receiving advertising SMSs by their entertaining and informative character. Key words: Mobile marketing, advertising SMSs, intrusiveness, consumer’s reactions, conditions of acceptance, privacy, behavioral control.
Highlights
In recent years, the world has attained an exponential evolution of technologies
It was requested to the studied population to compile a profile of companies that send advertising SMSs and the results showed that 30.4 % correspond to mobile phones companies of, 26.1% to NGOs (Non-Governmental Organization), 25.5% for the Government11, 13.3% for banks and 4.8% for other companies
Advertising SMSs seem to be very important in communication within companies in Cameroon, some companies are still lagging behind in this method of communication which is a virtue of marketing
Summary
The behaviour and education of consumers are in full metamorphosis. Companies feel compelled to blend in new trends in order to be close to the consumer regardless of the turn taken by the economical and technological world. Mobile phone consumers in Cameroon are not left out, because increasingly fierce competition is observed among Cameroonian mobile operators (ORANGE, MTN1, CAMTEL2 and the newcomer NEXTEL) through exciting services offers. A new concept in marketing has arisen, through this "technological boom" and opportunities, and because of the intense growing competition in the world of mobile phone: it is the “mobile marketing” (Jacob and Lienard, 2010)
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