International Journal of Science and Research (IJSR)

International Journal of Science and Research (IJSR)
www.ijsr.net | Most Trusted Research Journal Since Year 2012

ISSN: 2319-7064



Review Papers | Management | Malaysia | Volume 4 Issue 10, October 2015

A Review and Model Development of the Factors that Affect Mobile Marketing Acceptance by Customers

Vijayesvaran Arumugam, Hisham Noori Hussein, Chya Najmuldeen

The use of mobile is growing rapidly and it is expected to surpass all other media Nevertheless, the academic studies related to mobile usage such as mobile marketing are few. The purpose of this study is to review the factors that affect the acceptance of mobile marketing and to develop a new model of mobile marketing acceptance. A total of eight models were found related to mobile marketing were reviewed and analyzed. A frequency analysis was used to identify the extracted and frequent factors. The findings indicated that the acceptance of mobile marketing is influenced by attitude toward mobile marketing, usefulness, enjoyment, content access, content sharing, personal attachment, and information provision. Discussions of the findings were given and directions for future work were highlighted

Keywords: Mobile Marketing, Enjoyment, Attitude toward Mobile Marketing, Usefulness

Edition: Volume 4 Issue 10, October 2015

Pages: 1475 - 1478


How to Cite this Article?

Vijayesvaran Arumugam, Hisham Noori Hussein, Chya Najmuldeen, "A Review and Model Development of the Factors that Affect Mobile Marketing Acceptance by Customers", International Journal of Science and Research (IJSR), https://www.ijsr.net/search_index_results_paperid.php?id=SUB158810, Volume 4 Issue 10, October 2015, 1475 - 1478

23 PDF Views | 26 PDF Downloads

Download Article PDF



Similar Articles with Keyword 'Mobile Marketing'

Review Papers, Management, Malaysia, Volume 4 Issue 10, October 2015

Pages: 1475 - 1478

A Review and Model Development of the Factors that Affect Mobile Marketing Acceptance by Customers

Vijayesvaran Arumugam, Hisham Noori Hussein, Chya Najmuldeen

Share this article

Research Paper, Management, China, Volume 6 Issue 5, May 2017

Pages: 1427 - 1431

An Empirical Study of Consumer Attitude towards Mobile Marketing: Take WeChat as an Example

Du Yueping, Xia Xiaomeng

Share this article

Research Paper, Management, Cyprus, Volume 7 Issue 12, December 2018

Pages: 1112 - 1122

The Effects of Customer Relationship Management on Customer Services and Customer Loyalty: An Empirical Study of Shopping Malls in Turkey

Ganna Dudina

Share this article



Similar Articles with Keyword 'Enjoyment'

Review Papers, Management, India, Volume 4 Issue 5, May 2015

Pages: 1886 - 1888

Mushrooming Humors in Modern Trends of Advertising - An Overview

Kajapriya R, Surya R

Share this article

Review Papers, Management, Malaysia, Volume 4 Issue 10, October 2015

Pages: 1475 - 1478

A Review and Model Development of the Factors that Affect Mobile Marketing Acceptance by Customers

Vijayesvaran Arumugam, Hisham Noori Hussein, Chya Najmuldeen

Share this article

Research Paper, Management, India, Volume 9 Issue 3, March 2020

Pages: 128 - 139

A Study on Consumer Brand Emotional Attachment towards Grooming Product

Dr. Anupama Sundar D

Share this article



Similar Articles with Keyword 'Usefulness'

Review Papers, Management, Malaysia, Volume 4 Issue 10, October 2015

Pages: 1475 - 1478

A Review and Model Development of the Factors that Affect Mobile Marketing Acceptance by Customers

Vijayesvaran Arumugam, Hisham Noori Hussein, Chya Najmuldeen

Share this article

Research Paper, Management, China, Volume 6 Issue 5, May 2017

Pages: 1427 - 1431

An Empirical Study of Consumer Attitude towards Mobile Marketing: Take WeChat as an Example

Du Yueping, Xia Xiaomeng

Share this article

Research Paper, Management, Bahrain, Volume 3 Issue 6, June 2014

Pages: 557 - 559

The Development of e-Marketing Strategies: A Conceptual Approach

Christopher Manimtim Panganiban

Share this article

Research Paper, Management, Indonesia, Volume 8 Issue 2, February 2019

Pages: 1333 - 1338

Consumer Preference of Choosing E-Payment System for Online Shopping Using Conjoint Analysis

Belva Damario Harsono, Refi Rifaldi Windya Giri ST.

Share this article

Research Paper, Management, India, Volume 7 Issue 11, November 2018

Pages: 94 - 101

An Investigation on the Application of the Technology Acceptance Model (TAM) to Evaluate the Adoption of ERP Solutions in MSMEs of Odisha

Abhijit Mohanty, Dr. Satya Prakash Mishra

Share this article
Top