Examining the Acceptance of Mobile Marketing by Customer of Small and Media Scale Enterprises

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ACKNOWLEDGEMENT

I would first like to express my gratitude for my research supervisor, colleagues, and peers and family whose immense and constant support has been a source of continuous guidance and inspiration.

DECLARATION

I [type your full first names & surname here], declare that the following dissertation/thesis and its entire content has been an individual, unaided effort and has not been submitted or published before. Furthermore, it reflects my opinion and take on the topic and is does not represent the opinion of the University.

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ABSTRACT

In this study we try to explore the concept of mobile marketing in a holistic context. The main focus of the research is on consumer's behaviour towards mobile marketing. The research would entirely focus on effectiveness of mobile marketing and how organisations are utilising this aspect. The research is conducted through a primary methodology. Both quantitative and qualitative methodologies were used. Surveys were conducted from customers of SMEs and interviews were conducted from the managers of those SMEs. The result shows various consumer attitudes towards mobile marketing, which organisations can understand and attract customers. The result of this study may assist theoretical and managerial contributions; also describes an empirical investigation of the effects of mobile advertising formats with emotional response. This study seeks to propose a theoretical model of which mobile advertising formats may influence the intention to watch movies and tests several parts of overall models.

Table of Contents

ACKNOWLEDGEMENTII

DECLARATIONIII

ABSTRACTIV

CHAPTER NO 1: INTRODUCTION1

Background of the Research1

Project Description8

Aims and Objectives of the Research8

Rationale for Selecting the Topic9

CHAPTER NO 2: LITERATURE REVIEW10

New Media Advertising10

Mobile Marketing14

Advertising Strategies Using the Mobile Phone16

Factors Affecting Mobile marketing Effectiveness17

The Impact of Mobile Marketing on SMEs18

Driving User Acceptance of Mobile Advertising20

User Acceptance of Advertising20

User-Based Acceptance Drivers21

Advertising Acceptance Drivers22

Mobile Service Acceptance Drivers23

Conceptual Framework24

Entertainment25

Informativeness25

Irritation26

Credibility26

Behavioural Intention27

Modality Effects27

CHARTER NO 3: METHODOLOGY29

Overview of Qualitative and Quantitative Research Approaches31

Overview of the Mixed Method Research Approach32

Benefits and Disadvantages of Mixed Method33

Research Method and Design Appropriateness34

Source of the information35

Sampling35

Data Analysis35

Qualitative Data Analysis35

Quantitative Data Analysis36

Access36

Informed Consent36

Confidentiality37

Validity and Reliability37

Research Ethics38

Ethical Issues of Investigation39

Possible Constraints of the Dissertation39

CHAPTER NO 4: DISCUSSION & ANALYSIS40

Survey Result40

Analysis of results49

Interview Results55

CHAPTER NO 5: CONCLUSION AND RECOMMENDATION58

Recommendations58

Conclusion61

REFERENCES69

APPENDICES75

Survey Questionnaire75

CHAPTER NO 1: INTRODUCTION

Background of the Research

The advent of time has brought in many changes in the general management of an organisation. Organizations are getting bigger and stronger day by day plus they are more prone to changes because of the changing world. Marketing is considered as the part and parcel of organisations and organisations that strive hard in this aspect would usually benefits in both the short and the long run. An organisation in the current scenario cannot survive without marketing because marketing can easily be considered as the blood of an organisation. It is marketing that provides fuel to an organisation so that they can enhance their profits and productivity. There are different aspects and methods of marketing that were used by organisations (Beall, 2010). These methods of marketing usually vary from industry to industry and their effectiveness is also ...