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.

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