Examining The Impact Of Mobile Marketing On Consumers' Attitudes and Purchase Intentions.

Abstract

The aim of the study was to examine the impact of mobile marketing on consumers' attitudes and purchase intentions. More specifically the research intended to measure Jordanian consumers' acceptance of SMS advertising. A number of hypotheses were formulated for this purpose. The findings of the study show that there existed positive relationship between perceived usefulness, perceived entertainment and intention to participate and purchase intention. Whereas there existed negative relationship between personal use, extensive advertising, privacy concern and intention to participate and purchase intention. Based on the results a number of recommendations were proposed, and suggestions for future studies were made.