Determinants of Consumers’ Acceptance Towards Mobile Marketing

Abstract

The era of mobile has already arrived and is growing at a very fast pace. Mobile Marketing is a promotional activity designed for communicating through cell phones, smartphones, and other handheld devices. Mobile marketing is the advertisements that appear on mobile phones and other devices. This study contributed a greater understanding of how to integrate mobile marketing into an organization or company’s marketing communications strategy and how to plan and implement a mobile marketing campaign. Descriptive-quantitative research was employed in this study. This was conducted in the City of San Fernando, La Union particularly in its 25 urban barangays. Simple random sampling was adopted to select respondents. In 25 urban barangays, 30 respondents were chosen per barangay which resulted in a total of 750 respondents. The research instrument used was a survey questionnaire containing closed-ended/structured questions and the 7-point Likert scale. Median was used to analyze data regarding the level of acceptance and level of influence of the respondent consumers’ acceptance towards mobile marketing. Kendall’s tau-b was used also to measure the degree of correspondence between sets of rankings where the measures are not equidistant. The result showed that perceived usefulness, perceived ease of use, social influence, and perceived enjoyment slightly influenced mobile marketing acceptance while personal innovativeness in information technology neither nor influence mobile marketing acceptance. In perceived usefulness respondent consumers perceived that mobile marketing is useful in receiving updates and news faster. In perceived ease of use respondent, consumers could accept mobile marketing if they have available resources and if they can get news updates easily. Moreover, the result of the study showed that the majority of the respondents consumers intended to continue using mobile marketing in the future and that mobile marketing is slightly accepted. The results show that consumers are willing to accept mobile marketing and use it daily in the future as they recognize its benefits and importance in terms of meeting their individual needs in life. The companies should consider the factors that influence mobile marketing acceptance such as perceived usefulness, perceived ease of use, social influence, personal innovativeness in information technology and perceived enjoyment to their marketing activities before implementing mobile marketing services.