Consumer Acceptance of Mobile Marketing: An Empirical Study on the Saudi Female

Soad Al-Meshal, Mohammad Almotairi

Abstract


This paper examines the factors that influence mobile marketing acceptance among female Saudi consumers. A
survey was conducted using an electronic and self-administered questionnaire. A total of 300 questionnaires were
distributed. The valid questionnaires were 226; thus the response rate is 0.75. This study examines the following
factors: providing information, content sharing, content access, personal attachment, and perceived value as
independent factors. The mobile marketing acceptance was the dependent factor. Results of the study indicate
there is a high association between study variables and mobile marketing acceptance. Conclusion, study
limitation, and future studies were provided.

Full Text: PDF DOI: 10.5539/ijms.v5n5p94

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International Journal of Marketing Studies  ISSN 1918-719X(Print) ISSN 1918-7203(Online)

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