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.


This work is licensed under a Creative Commons Attribution 4.0 License.
  • ISSN(Print): 1918-719X
  • ISSN(Online): 1918-7203
  • Started: 2009
  • Frequency: quarterly

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