International Journal of Science and Research (IJSR)

International Journal of Science and Research (IJSR)
Call for Papers | Fully Refereed | Open Access | Double Blind Peer Reviewed

ISSN: 2319-7064


Downloads: 112 | Views: 187

Review Papers | Management | Malaysia | Volume 4 Issue 10, October 2015 | Rating: 6.5 / 10


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

Vijayesvaran Arumugam [3] | Hisham Noori Hussein [2] | Chya Najmuldeen


Abstract: 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


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