M-Marketing:Modeling The Factors Can That Lead To Acceptance Of Mobile Marketing

The use of the mobile channel for marketing, i.e. mobile marketing, is a growing worldwide phenomenon. With the emergence of high speed wireless network technologies and the increasing market penetration of mobile phones, the advertising industry's interest in using this medium as a means of marketing communication is rising. Mobile is on track to be the most pervasive media channel in the world. Over one billion mobile devices are sold annually, and ubiquitous consumer usage will soon make mobile the primary screen worldwide. Always on and always connected - even more than the TV and web - the mobile channel provides brands with the unique ability to connect with their consumers like never before, building a meaningful dialogue of engagement between the brand and the consumer. Mobile advertising is rallying to overcome the stigma of larger advertising markets - print, TV, radio and online. The surge in Smart phone applications broadens the appeal for marketing messages inserted during program runtime. Location of the marketing communication recipient is not a constraint for M-marketing, since it enables precision audience targeting. Despite scrutiny over advertising, spending in an economic decline, mobile advertising has remained flat year-over-year in India. Keeping this in mind, our main aim was to focus on studying the various factors that lead to acceptance of M-marketing. Underlying, the research was a set of hypotheses that have been formulated which helped to understand the factors that affect the acceptance of M-marketing. The empirical results identified that gender, income level of an individual, GPRS usage levels and education play a major role.