Parikalpana: KIIT Journal of Management

Open Access Open Access  Restricted Access Subscription Access

Paradigm Shift towards Mobile Marketing:A Study on Consumer's Perspective


Affiliations
1 Amity Business School, Amity University, UP, Noida, India
 

The news, media and advertising is quite immediate in the marketing and business world, nowadays. People login to their Facebook accounts from their mobile devices several times a day, e-mails are sent directly to people's smartphones and so on. Mobile marketing is currently one of the most important tools when it comes to advertising. It provides consumers time and location sensitive information that is personalised for them, promoting goods, services and ideas. This research paper discourses the understanding of mobile marketing and the consumer's perception towards it, as well as their comfort level in receiving ads through mobile marketing.

Consumers have shown dissatisfaction when it comes to receiving commercial messages on their mobile and suggested that they will accept this only when it is relevant to them and the number of messages sent to them are reasonable. This study has tried to identify the possible factors that are liked and disliked by the consumer in India and other countries so that companies can run their mobile marketing campaigns as per the consumer's preferences.


Keywords

Mobile Marketing, Digital Marketing, Mobile Consumer, Consumer Perception.
User
Notifications
Font Size

  • Abernethy, A.M. (1991) ‘Physical and mechanical avoidance of television commercials: an exploratory study of zipping, zapping and leaving’, in Holman, R. (Ed.): Proceedings of the American Academy of Advertising, The American Academy of Advertising, New York, pp.223–231.

  • Bauer, H., Barnes, S., Reinhardt, T., Neumann, M. (2005) Driving Consumer Acceptance of Mobile Marketing: A Theoretical Framework and Empirical Study, Journal of Electronic Commerce and Research, Vol. 6 (3), 181-192

  • Barwise P. & Strong, P. 2002. Permission-based mobile advertising. Journal of Interactive Marketing. Vol 16. No. 1, 14-24.

  • Barnes, S.J. 2002b. Wireless digital advertising: nature and implications. International Journal of Advertising, Vol. 21, 399-419

  • Dickinger, A., Haghirian, P., Murphy, J. & Scharl, A. (2004) An investigation and conceptual model of SMS marketing. Proceedings of the 37th Hawaii International Conference on System Sciences, Big Island, Hawaii, January.

  • Krishnamurthy, S. (2001) ‘A comprehensive analysis of permission marketing’, Journal of Computermediated- communication, January, Vol. 6, No. 2

  • Marinova, Murphy and Massey (2002). Permission email marketing as a means of targeted promotion, Cornell Hotel and Restaurant Administration Quarterly. February. 61-69

  • Ketaki Bhave, Varsha Jain, Subhadip Roy.( 2013) Understanding the orientation of Gen Y toward Mobile Applications and In-App Advertising in India – International Journal of Mobile Marketing

  • Ververidis, C. & Polyzos, G. (2002) Mobile marketing using location based services. Proceedings of the First International Conference on Mobile Business, Athens, Greece.

  • Yen, D.C., Chou, D.C. (2000) Wireless communications: applications and managerial issues, Industrial Management & Data Systems, Vol. 100 (9), 436- 443


Abstract Views: 406

PDF Views: 8




  • Paradigm Shift towards Mobile Marketing:A Study on Consumer's Perspective

Abstract Views: 406  |  PDF Views: 8

Authors

Ritesh Dwivedi
Amity Business School, Amity University, UP, Noida, India

Abstract


The news, media and advertising is quite immediate in the marketing and business world, nowadays. People login to their Facebook accounts from their mobile devices several times a day, e-mails are sent directly to people's smartphones and so on. Mobile marketing is currently one of the most important tools when it comes to advertising. It provides consumers time and location sensitive information that is personalised for them, promoting goods, services and ideas. This research paper discourses the understanding of mobile marketing and the consumer's perception towards it, as well as their comfort level in receiving ads through mobile marketing.

Consumers have shown dissatisfaction when it comes to receiving commercial messages on their mobile and suggested that they will accept this only when it is relevant to them and the number of messages sent to them are reasonable. This study has tried to identify the possible factors that are liked and disliked by the consumer in India and other countries so that companies can run their mobile marketing campaigns as per the consumer's preferences.


Keywords


Mobile Marketing, Digital Marketing, Mobile Consumer, Consumer Perception.

References





DOI: https://doi.org/10.23862/kiit-parikalpana%2F2016%2Fv12%2Fi2%2F132975