From Intrusion to Engagement – Understanding Acceptance of Mobile Marketing through Smartphones in India

With the emergence of wireless technologies and high penetration of mobile phones, companies are interested in utilising this medium for marketing communications. In India, marketers are in early stages of exploring this great potential of developing marketing campaigns via mobile devices. The increasing proliferation of smartphones is also empowering customer with wide possibilities for rich media interactions and engagements. Thus, mobile marketing and its acceptance using smartphones are core issues that marketers have yet to fully explore. The present study attempts to bridge this gap and empirically examine the factors affecting consumers’ attitude towards acceptance of mobile marketing via smartphones. The study develops a research model and estimates the influences of antecedent factors on attitude to participate in modern mobile marketing practices. The data are analyzed through ANOVA and regression analysis and findings are drawn with implications related to acceptance theories and marketing practices. The paper concludes with predictions on the future form of mobile marketing and some areas of further research.