Factors affecting consumer attitudes towards mobile marketing

Abstract

The widespread use of mobile phones and the rapid increase in the number of subscribers to this service have prompted marketers to adopt this method in the execution of marketing activities and to adopt the concept of mobile marketing, which has provided marketers with a new innovative means as opposed to the conventional means of communication in buying and selling. This study examines the factors affecting the attitudes of consumers (sample respondents) toward mobile marketing that were identified in a number of factors, namely, the attributes of mobile marketing, the nature of information, excitement and attractiveness and credibility. These factors were adopted in the model of this study and divided into five dimensions. Two groups of hypotheses were developed. The first group contains five hypotheses the nature of information, excitement and attractiveness and credibility, on attitudes of consumers toward mobile marketing. The second group includes two hypotheses that pertain to testing the relationship between the components of the study model through the use of Spearman's correlation coefficient. The data collected in this study were based on designing a questionnaire consisting of 32 questions that was distributed to mobile phone users. A total of 352 questionnaires valid for statistical analysis were obtained. The obtained data were processed via statistical methods appropriate for testing the hypotheses, and the results of the statistical analysis have indicated the validity of the hypothesis and that the attributes of mobile marketing, the nature of information, excitement and attractiveness and credibility do have an effect on consumer attitudes (sample respondents) toward mobile marketing.