Research proposal

Consumer Acceptance of Mobile Marketing the Study on

Mr. Ijaz Ul Haq

Supervisor
Dr. Malik Muhammad Afzal

National University of Modern Languages

This study focuses on the topic of mobile marketing acceptance through SMS

advertisement on Pakistani mobile consumers, because of mobile communications,

mobile advertisement enables advertisers to deliver personal advertising

information to consumers at the right time and place. Consumer can not only

receive advertisement information through the push-type delivery method but can

also proactively retrieve advertisement information via the pull-type method.

Mobile carries typically have personal information on their subscribers; therefore,

designing a personalized advertisement based on a subscriber’s profile and

preferences is deemed conceivable. This personalized advertisement can then be

delivered to the personal handset device to maximize the advertisement and

marketing effects.

Modern developments in advertising through mobile devices creates high

expectations for improved communications and competitiveness in most business

sectors, both consumer and industrial markets (Salo, 2012). The Mobile Marketing

Association (MMA) defines mobile marketing as ‘’ the use of mobile media as an

incorporated satisfied delivery and direct rejoinder medium within cross media or

unconnected marketing statement program (MMA, 2006). Detailed consumer

segment_ for instance, female marketing is using mobile phones gradually more
for multitasking (Gong & Li, 2008; Plant, 2006; Sangwan & Pau, 2005; Sultan et al.,

2009).

Economic globalization has changed the world’s economic order, bringing with it

new challenges and opportunities. The incredible numbers of innovations that are

introducedyearlywithfasttechnologicaldevelopmentshavedramaticallychangedthe

customers’ needs and preferences. Despite considerable research on mobile

marketing and its adoption in various journals, it is not yet clear whether customers

are accepting mobile marketing in a positive sense (Khalifa and Cheng, 2002).

Problem Statement

The first reason of this research is to evaluate the factors that motivate consumer

to make accept the mobile advertisement. This paper address mobile marketing in

order to enhance the understandings related to consumer's acceptance,

furthermore the paper will also explore the most impactful factors as per the

perspective of consumer.
Research Questions

• What is the impact of personal information on mobile marketing

acceptance?

• What are the effects of accessing content on mobile marketing

acceptance?

 What are the effects of mobile marketing on consumer’s positive

attitude?

 What are the effects of mobile marketing on consumer’s negative

attitude?

Research Objectives:

• To analyze the acceptance of mobile marketing by Pakistani

mobile consumers

• To explain the most primary factors which have a great impact

on mobile marketing acceptance such as providing information,

mobile consumers

LITERATURE REVIEW

According to Shavitt et. al., (2006), the attitude of the customer towards

advertisement has been a major concern in advert long time and it has been

researched broadly in the past ten years. The most prominent features of mobile

advertisement strategies are low cost, highly accessible for customers, localization,

high retention rate, and high feedback and customize and personalize message

(Bauer, et. al., 2005). Tsang & Liang (2004) declared that mobile phone quick

penetration rate has enhanced the delivery of advertisements for products and

services. As a result scholars and advertisers are searching for creative ideas to

achieve their targeted customers by using mobile phone advertisement technique.

Beliefs and attitudes: In various literatures it has been found that attitude of

a consumer towards mobile advertising is getting gradually more negative. The

mental conditions of people to react and understand to circumstances, situations,

ideas, or objects are called Attitudes (Chowdhury et. al., 2006). Attitude of
consumers towards advertisements are consumer’s willingness to respond to a

particular message in a positive or negative way (Chakrabarty & Yelkur, 2005). The

positive result has been found by most of the researchers (Calfee et. al., 1993;

Rotzoll, et. al., 1986; Ryans, 1982). Fishbein and Ajzen (1975) argue in their study

that attitude influence behavior through intention. Tsangand Liang (2004) claimed

by using a theory that there is a positive relationship between intention and

attitude of consumers to accept mobile advertisements and that intention

considerably influence consumer behaviors.

This is not a surprise that global brands have recently initiated mobile

marketing campaigns that enable customers to access information about their

products and services (Sultan et al., 2009). With the improvement of mobile

technologies and devices, the mobile campaign market is also growing rapidly (Gu

et al., 2009). It provides an innovative channel including SMS, WAP, mobile tele

calling for transmitting advertising to customers via mobile devices and networks

(Liu et al., 2012). The use of SMS to access customers through mobile phones has

been very successful (Muk, 2007). It takes as a form of one-to-one marketing (Tsang

et al., 2004). It also allows for innovative forms of customer relationships and is

expected to lead to the development of numerous mobile campaign-based services

(Barwise and Strong, 2002; Laszlo, 2009; Venkatesh et al., 2003). Therefore, mobile
marketing initiatives are important for wireless marketers to improve customer

response rates and acceptance of the advertising they receive (Bruner and Kumar,

2007). Nasco and Bruner (2008) studied the consumer response towards mobile

marketing and assessed the perceived value of information and entertainment

mobile services.

A mobile phone is recognized as one of the few inviolate remaining personal

spaces which people can use to communicate and socialize as well as they could

maintain the control over mobile phones usage. However, marketers should

consider consumers’ needs for privacy and security when designing marketing

plans (Mehta and Purvis, 1996, p. 1). Marketing activities are performed by using

mobile devices allow advertisers to communicate directly with their potential

customers regardless of the geographical location (Aaker, Kumar and Day, 1995).

Recently, mobile advertising has been referred as one of the best means to avoid

confusions and directly interact with the consumer. Therefore, the use of the

mobile channel has got more attention for advertisers with the trend of direct one-

to-one marketing, as a mean to communicate their targeted consumers. Authors

conducted their research in Indian mobile market which is, due to the increase in

the number of average income consumers, is one of the fastest growing market,

and it is predicted that it will reach millions of user in the next decade. Hence,
research on mobile advertising would greatly influence the technique through

which business is done (Aaker, Kumar and Day, 1995).

Research Model

Providing
\\ Information

Sharing Content

Mobile Marketing
Acceptance

Positive Attitude

Negative attitude

Independent variables Dependent variables

H1: There is a relationship between personal information and mobile

marketing acceptance.

H2: There is a relationship between accessing content and mobile

marketing acceptance.

H3: Positive attitude of mobile consumer have significant effect on

mobile marketing acceptance.

H4: Negative attitude of mobile consumer have greatly impact on

mobile marketing acceptance.

Methodology

For the purpose to get the accurate data first we should conduct the pilot

study in which the research questions will randomly distributed among

the mobile consumers.

questionnaires will be distributed randomly among the Pakistani mobile

consumers. A Confirmatory Factor Analysis (CFA) will be applied for the

measurement of model, construct validity and to validate the questionnaire.

SPSS will be used for preparing data sheets and to carry-out initial tests for

descriptive statistics.