An examination of factors affecting Mobile Marketing Acceptance

The ubiquity of text messaging based mobile communication has created new opportunities for promotion of products and services. As a media channel, mobile now offers the reach to make it relevant to the advertising community, with over 300 million people in India using mobile. Mobile advertising, though still in its infancy, can prove effective advertising aid. However, factors that induce consumers to accept mobile devices as an advertising medium have not yet been fully analyzed. It is found that young people are more attracted towards mobile usage then older generation and accordingly this study focuses on mobile usage by younger people. In this paper, factors identified for studying mobile marketing acceptance include: control, specificity, privacy, protection, utility, customization and psychological barrier.