Consumer Attitude Toward Mobile Marketing

Abstract: Current improvements in mobile technology enabled more convenience internet connection and rich content by embedding media tools like video, photo, and applications in one single device. With these improvements mobile internet gain popularity and the usage of mobile devices increased. All those new features and internet created new possibilities for marketers to communicate with consumers and use it for promotional purposes. Individual nature of mobile devices made target marketing more possible with location and time sensitiveness. Although there is some research conducted in this area, there is still need for marketers to understand more about consumer attitude toward mobile marketing. The overall purpose of this research is to bring light to and to create understanding of how is the young consumer’s attitude toward mobile marketing.
The structure of the study is mainly exploratory and partly casual since it is also testing some hypothesis. Data collection method employed in this study is qualitative. In order to collect empirical data, during the data collection process ten students are interviewed. Based on identified frame of reference, the focus of the interview was about different variables that effecting consumer attitude.
The findings of the study showed that some variables have positive effect like; informativeness, entertainment, credibility, perceived usefulness, and personalization, whereas some have negative effect on attitude like irritation. There is no positive correlation found between perceived ease-of-use and consumer attitude toward mobile marketing.
The research also identifies the order of importance of different factors that effecting consumer attitude toward mobile marketing. The study also demonstrates the importance of permission and privacy.