Journal of Emerging Trends in Economics and Management Sciences: Home

Abstract:
Today, the mobile phone has become one of a handful of consumer products to have gained global acceptance within a relatively short period of time. While consumers adopt mobile phones to enhance their private and social lives, marketers see mobile phones as a marketing channel. The aim of this paper is to deepen our understanding of the factors that motivate consumers to adopt and engage in usage of mobile marketing through smart phones. A conceptual framework is presented that can be applied to produce numerous variables that seem to influence mobile marketing acceptance and leads to development of various hypothesis. The suggested methodology enables to understand the intention of the consumer to participate in mobile marketing using smart phone. We discuss the factors responsible for intention to participate in mobile marketing using smart phone through regression and factor analysis.

Keywords: mobile marketing, social media, smart phones, consumer, factor analysis

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