Syed Akbar, Suleman and Azam, Rehan and Muhammad, Danish (2012): Advertising value of mobile marketing through acceptance among youth in Karachi.
Download (345kB) | Preview
The purpose of this paper is to investigate the key influencing factors towards mobile marketing acceptance among youth in Karachi. It further analyzes the impact of mobile marketing acceptance on its advertising value. To achieve the objective of this study a convenient sample of 247 respondents from University students, Government officials and business organizations in Karachi is taken over a two-week period during the spring of 2012. After validating the instrument, correlation analysis is performed to test the relationship of prior permission, personalization, message exposure and appropriate medium with mobile marketing acceptance, and simple liner regression is applied to see the impact of mobile marketing acceptance on its advertising value. By using SPSS software Statistical evidence at .05 level of significance proved that Prior Permission, Personalization, Frequency of Exposure and Appropriate Medium are significantly correlated with mobile marketing acceptance. Further simple liner regression proved that mobile marketing acceptance has positive impact on its advertising value among youth in Karachi. Because of convenience sampling further research is desirable to confirm and extend the present results. This identification of variables of Acceptance and its relation to advertising value will be beneficial for organization to use mobile phone as a means of communicating promotional content.
|Item Type:||MPRA Paper|
|Original Title:||Advertising value of mobile marketing through acceptance among youth in Karachi|
|English Title:||Advertising value of mobile marketing through acceptance among youth in Karachi|
|Keywords:||Mobile marketing, Advertising, Acceptance, Youth, Pakistan|
|Subjects:||M - Business Administration and Business Economics ; Marketing ; Accounting ; Personnel Economics > M3 - Marketing and Advertising > M31 - Marketing
M - Business Administration and Business Economics ; Marketing ; Accounting ; Personnel Economics > M3 - Marketing and Advertising > M37 - Advertising
M - Business Administration and Business Economics ; Marketing ; Accounting ; Personnel Economics > M3 - Marketing and Advertising > M30 - General
M - Business Administration and Business Economics ; Marketing ; Accounting ; Personnel Economics > M3 - Marketing and Advertising > M39 - Other
|Depositing User:||Rehan Azam|
|Date Deposited:||27. Oct 2012 15:03|
|Last Modified:||22. Aug 2015 08:34|
AMA."Ama Board Approves New Marketing Definition." Marketing News March 1985,
Balasubramanian, S., Peterson, R. A. &Jarvenpaa, S. L. "Exploring the Implications of MCommerce for Markets & Marketing", Journal of the Academy of Marketing Science 30(4), 2002, pp. 348 - 361.
Bulander R,DeckerM,Schiefer G,KolmelB(2005). Advertisingvia Mobil Terminals.Delivering ContextSensitive &Personalized Advertising While Guaranteeing Privacy. Proceedings of the 2ndInternational Conferenceon E-business and Telecommunication Networks,October3-7,Reading,U.K.,49-56
Dickinger, A., Haghirian, P., Murphy, J. & Scharl, A. "An Investigation and Conceptual Model of Sms Marketing", 37th Hawaii International Conference on System Sciences (HICSS-38), 2004, pp. 31.
Ducoffe, R.H., Advertising value and advertising on the web. Journal of Advertising Research, 36(5),1996, 21-35.
Enpocket (2006).Research showed that Targeting and Relevance is Key to Making Mobile AdvertisingWork.Retrieved July 20,2007 fromhttp://findarticles.com/p/articles/mi_m0EIN/is_2006_Oct_2/ai_n16833962/
Fishbein, M. &Ajzen, I. (1975), Belief, Attitude, Intention, & Behavior: An Introduction to Theory and Research, Addison-Wesley, Reading, MA.
Godin (1999). Permission marketing: Turning strangers into friends, and friends into customers. New York: Simon & Schuster.
Leppaniemi M, KarjaluotoH,SaloJ(2005).The Success Factorsof Mobile AdvertisingValueChain.E-Bus.Rev., 4: 93-97
Levi, S. (1990). Values and Deeds.Applied Psychology: An International Review, 39(4), 379 - 400.
MMA (2006), “Mobile marketing industry glossary”, available at 16 August 2007).
Pavlou & Stewart, 2000. Consumer Response to Active Consumer: Measuring the Effectiveness of Interactive Media. Journal of the Academy of Marketing Science. Vol.30. No.4, 376-396.