The factors that influence the acceptance and adoption of mobile marketing by university students Online publication date: Tue, 06-Jul-2021
by Rui Manuel Nunes Cruz; Albérico Travassos Rosário; Gabriela Rio
International Journal of Business and Systems Research (IJBSR), Vol. 15, No. 4, 2021
Abstract: Technological evolution has a strong impact in many aspects of our daily lives: from turn control systems in hospitals or supermarkets, to ticketing machines in subway stations that already have touch screens, recent developments lead us to be able to reach the users/consumers of mobile phones in real time in any location. This study aims to establish a theoretical reference of the main concepts related to mobile marketing and has the purpose of studying variables such as attitudes towards advertising, perceived utility, perceived risk and attitudes towards mobile marketing, to understand which can influence most the behavioural intentions among college students. A research was carried out with students of two universities and the results lead us to conclude that the variables attitudes towards advertising and perceptual utility have more impact on the behavioural intention favourable to the acceptance and adoption of mobile marketing.
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Business and Systems Research (IJBSR):
Login with your Inderscience username and password:
Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.
If you still need assistance, please email subs@inderscience.com
Our Blog 
Follow us on Twitter 
Visit us on Facebook