Layla Alsheikh, Shital Singh

(Faculty of Administrative and Financial Sciences, Al-Baha University, Kingdom of Saudi Arabia)

 

 

Abstract: Innovation is the key of success; it creates more opportunities and challenges. In today’s scenario, the growth of mobile phone usage and technological developments have created new marketing channels and provided new opportunities to do business. In this fast moving world mobile is playing a vital role in the field of marketing. Marketing activities conducted with the help of mobile enable advertisers to communicate directly with the potential and target customers in a fast speed and regardless the geographical location. Mobile marketing has recently referred as the one of the most effective means to cut through the clutter and interact directly to the potential customers. It can reach the target customers at any time anywhere. The Mobile Marketing channels have increased the possibility to reach target customers by combining with users’ profile and context situation. Previous studies have examined the factors that influence the customer acceptance of mobile marketing while the current study attempts that consumer response to mobile marketing in terms its acceptance and its impact on their purchase decision. The major finding reveals that the perceptions of mobile users towards mobile marketing depend on the effectiveness and perceived value of mobile ads. Mobile marketing is in relatively growing stage in Saudi Arabia. The outcome of the study adds more detail on the literature of Saudi mobile users’ and helps in finding out the impact of mobile marketing and mobile advertisement on their purchase decision.

 

 

Key words: mobile marketing acceptance; effective advertisement; consumer perception and their response;

purchase decision

 

JEL code: M130