African Journal of
Marketing Management

  • Abbreviation: Afr. J. Mark. Manage.
  • Language: English
  • ISSN: 2141-2421
  • DOI: 10.5897/AJMM
  • Start Year: 2009
  • Published Articles: 147

Full Length Research Paper

Assessing the attitude towards mobile marketing among university students

Aemro Worku
  • Aemro Worku
  • Department of Marketing Management, College of Business and Economics, Injibara University, Ethiopia.
  • Google Scholar
Haile Shitahun
  • Haile Shitahun
  • Department of Management, College of Business and Economics, Jinka University, Ethiopia.
  • Google Scholar
Yonas Mebrate
  • Yonas Mebrate
  • Department of Marketing Management, College of Business and Economics, Oda Bultum University, Chiro, Ethiopia.
  • Google Scholar
Adino Andaregie
  • Adino Andaregie
  • Department of Economics, College of Business and Economics, Injibara University, Ethiopia.
  • Google Scholar


  •  Received: 24 December 2019
  •  Accepted: 12 March 2020
  •  Published: 31 March 2020

Abstract

The study was initiated to assess the attitude towards mobile marketing among students of Bahir Dar University, Ethiopia. The objective of the study is to evaluate whether the university students have accepted Mobile/SMS advertising positively and to understand the issues students experienced and the thoughts they perceived from educational perspective considering different factors affecting their attitude towards Mobile/SMS advertising. Data were collected from 98 students using convenience sampling method. The major results of the study indicated students do not have a strong positive attitude towards mobile advertising and they believe that it has a negative factor on quality of education. The study recommended the mobile marketers to properly segment their customers in order to stop irrelevant messages being sent and ethio–telecom to start to apply permission-marketing in order to protect its customers from disturbance.

 

Key words: Mobile advertising, mobile marketing, permission marketing, Bahir Dar University.