Factors affecting consumer's intention to receive SMS marketing

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ACKNOWLEDGEMENT

I would like to take this chance for thanking my research facilitator, friends & family for support they provided & their belief in me as well as guidance they provided without which I would have never been able to do this research.

DECLARATION

I, [type your full first names and surname here], declare that the contents of this dissertation/thesis represent my own unaided work, and that the dissertation/thesis has not previously been submitted for academic examination towards any qualification. Furthermore, it represents my own opinions and not necessarily those of the University.

Signed __________________ Date _________________

ABSTRACT

The ubiquity of text messaging (SMS) based on mobile communication creates new opportunities for marketers. However, the factors that motivate consumers to accept mobile devices as an advertising medium are not yet fully understood. This research will examine the drivers of consumer acceptance of SMS-based mobile advertising. The research will also focus the advantages and disadvantages of SMS marketing for both consumer and marketer. The paper also shows how marketer can reach number of consumers by sending the SMS to just only few consumers. In this paper, we will see why SMS marketing still makes sense for small business. The study will also focus on the drivers and barriers of mobile marketing. Basically, the major purpose would be to study the role of various factors that will strengthen consumer's intention towards SMS marketing.

TABLE OF CONTENTS

ACKNOWLEDGEMENTii

DECLARATIONiii

CHAPTER 1: INTRODUCTION1

Background of the study1

Problem Statement1

Research Aims and Objectives2

Rationale/ Nature of the study2

CHAPTER 2: LITERATURE REVIEW3

Importance of Mobile Marketing3

Impact of mobile marketing on consumers5

The role of advertising in promoting SMS marketing among consumers6

The role of SMS marketing8

The awareness about SMS marketing among consumers8

The usage of mobile applications9

The success of mobile phones11

Effective Advertising campaigns of SMS marketing12

The scope of mobile technology14

Further efforts required in SMS marketing15

CHAPTER 3: METHODOLOGY18

Research Design18

Research Ethics19

Literature search criteria19

Search techniques used19

Keywords used19

Theoretical framework20

REFERENCES21

CHAPTER 1: INTRODUCTION

There are various factors that can play a crucial role in affecting consumer's intention towards receiving SMS (Short Message Service) marketing. SMS marketing has got huge importance these days which can be witnessed during any advertising campaign of mobile companies. This is the reason why its usage among cell phone users is quite high. However, it is necessary to study the impact of certain elements that attracts consumers towards SMS marketing. Therefore, this study will investigate these factors in order to find out their contribution towards maintaining a huge customer base for SMS marketing.

Background of the study

For the study conducted, there will be a requirement of the resources which would assist to identify key constituents that have been undertaken for the purpose. In order to achieve this target, our study of focus shall be on the various types of factors that affects consumer's intention towards SMS Marketing.

Problem Statement

The problem statement that shall be used as primary parameter for the purpose and analysis is “Factors affecting consumer's intention to receive SMS (Short Message Service) marketing”

Research Aims and Objectives

For this purpose, since motivation is a broad topic, there are several ...