The factors that influence the acceptance and adoption of mobile marketing by university students

Rui Manuel Nunes Cruz, Albérico Travassos Rosário and Gabriela Rio

International Journal of Business and Systems Research, 2021, vol. 15, issue 4, 527-543

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.

Keywords: advertising; mobile marketing; technology; behavioural intention; perceived risk; utility. (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:ids:ijbsre:v:15:y:2021:i:4:p:527-543

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