The antecedents of effective mobile marketing for strengthening consumers' chances of mobile marketing acceptance

Abstract EN

This research investigates factors that may affect the level of acceptance of mobile marketing and determines if there is a relationship between these factors and level of acceptance of mobile marketing.

It separately investigates the most influential factors affecting the level of acceptance.

This research was to investigate as well if there were differences in the readiness of undergraduate students regarding acceptance and factors leading to acceptance in terms of gender, age, education and place.

The research depends upon a sample of undergraduate students studying in universities.

The researcher employed statistical techniques such as descriptive, correlation analysis, linear multiple regression, one-way ANOVA, and the post hoc test.

The main findings from this research are that factors affecting acceptance were related to the level of acceptance of mobile marketing in the research field of reality.

There is a significant difference between undergraduate students regarding factors affecting acceptance of mobile marketing; also there is a significant difference between undergraduate students regarding their readiness of acceptance in terms of some demographic characteristics.