Consumer Attitudes toward Mobile Marketing and Its Impact on Customers

Marketing is connecting with the customers and trying to reach the potential customers. A message sent through mobile device is an opportunity for that business service to place itself in front of the consumer. Large or small business, mobile marketing is being adopted to move forward to capture and have an impact on customer's buying decision. This paper focuses on studying the attitude amongst different occupations, nationalities and gender towards mobile marketing communication. The paper also attempts to study the impact of mobile marketing messages on the buying intention of the consumer. The study focuses on attitude among college students, professionals and home makers towards mobile marketing communication. Consumer attitude towards mobile marketing communication between male and female is also studied.

Publication: 
International Journal of Information, Business and Management
Author: 
Varshney, Seema; Joy, Joyce
Document Type: 
Research
Paywall: 
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