Factors affecting consumer's attitudes toward mobile marketing

Abstract

This study aims to investigate the "factors affecting Saudi consumer's attitudes toward acceptance of the mobile marketing". The researcher tries to develop and test a model to achieve the dissertation's objectives. The study focuses on four independent variables to achieve the objective of this study which are: Customer satisfaction for the content of the advertising message, Customer trust for the content of the advertising message, the Value  and the utility of the offers that are  provided by the advertising message,  brand of the products that are offered by the  advertising message.  Data were collected from a convenience sample using a questionnaire. The data are analyzed using several statistical techniques to test the stated hypotheses. Multiple regression analysis is used to find the effect of the independent variables on the dependent variable. The result confirm that all the independent variables had a significant effect on Saudi consumer's attitudes toward acceptance mobile marketing. Recommendations for future research, marketing implications, and limitations of this study are proposed.

Key words: mobile marketing, customer attitudes, SMS.