African Journal of
Marketing Management

  • Abbreviation: Afr. J. Mark. Manage.
  • Language: English
  • ISSN: 2141-2421
  • DOI: 10.5897/AJMM
  • Start Year: 2009
  • Published Articles: 154

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

References

Abrams KV (2013). UK Digital Trends: Ecommerce, Video and Mobile Thrive, but Brands must work for loyalty and trust. Emarketer.

 

Aker JC (2011). Dial A for agriculture: Using ICTs for agricultural extension in developing countries. Agricultural Economics 42(6).
Crossref

 
 

Bamba F, Barnes SJ (2007). SMS advertising, permission and the consumers: A study. Business Process Management Journal 13(6):815-829.
Crossref

 
 

Barnes SJ (2002). Wireless digital advertising: Nature and implications. International Journal of Advertising 21(3):339-420.
Crossref

 
 

Barwise P, Strong C (2002). Permission-Based Mobile Advertising. Journal of Interactive Marketing 16(1):14-24.
Crossref

 
 

Bayne KM (2002). Marketing without wires: Targeting promotions and advertising to mobile device users. John Wiley & Sons, Inc.

 
 

Carroll A, Barnes SJ, Scornavacca E, Fletcher K (2007). Consumer perceptions and attitudes towards SMS advertising: Recent evidence from New Zealand. International Journal of Advertising 26(1):79-98.
Crossref

 
 

Dickinger A, Haghirian P, Murphy J, Scharl A (2004). An investigation and conceptual model of SMS marketing. Proceedings of the 37th Hawaii International Conference on System Science.

 
 

eMarketer (2016). [Online]. 

 
 

Enpocket (2003). The Response Performance of SMS Advertising. 

 
 

Enpocket (2002a). Consumer preferences for SMS marketing in the UK. 

 
 

Enpocket (2002b). The branding performance in SMS advertising.

 
 

Forrester Research (2001). Making Marketing Measurable (available online) from: 

View, last accessed 08 July 2019

 
 

Tadesse G (2015). Mobile Phones and Farmers' Marketing Decisions in Ethiopia. World Development 68:296-307.
Crossref

 
 

Donga G, Zindiye S (2018). Assessing the Acceptance of Mobile Marketing among South African Students. Business and Social Sciences Journal 1(1):46-57.

 
 

Godin S (1999). Permission Marketing. New York: Simon & Schuster.

 
 

GSM Association (2017). The mobile economy, sub Saharan Africa. GSMA Intelligence.

 
 

Haghirian P, Inoue A (2007). An advanced model of consumer attitudes toward advertising on the mobile internet. International Journal of Mobile Communications 5(1):48-67.
Crossref

 
 

Holmes A, Byrne A, Rowley J (2014). Mobile shopping behaviour: Insights into attitudes, shopping process involvement and location. International Journal of Retail and Distribution Management 42(1):25-39.
Crossref

 
 

Joseph J (2012). The Barriers of Using Education Technology for Optimizing the Educational Experience of Learners. International Educational Technology Conference 64:427-436.
Crossref

 
 

Kannan P, Chang A, Whinston A (2001). Wireless Commerce: Marketing Issues and Possibilities. In Proceedings of the 34th Hawaii International Conference on System Sciences, Maui, Hawaii.
Crossref

 
 

Krum C (2010). Mobile marketing: Finding your customers no matter where they are. Indianapolis: Que.

 
 

Katz J (2005). Mobile phones in educational settings. A sense of place: The global and the local in mobile communication (s. 305-317). Vienna: Passagen.

 
 

Leppaniemi M, Sinisalo J, Karjalouto H (2006). A review of mobile marketing research. International journal of Mobile Marketing 1(1):30-40.

 
 

Lohr SL (2019). Sampling: Design and Analysis. (2nd ed.). New York: Chapman and Hall/CRC. 
Crossref

 
 

Lu J, Yu CS, Liu C, Yao JE (2003). Technology acceptance model for wireless internet. Internet Research: Electronic Networking Applications and Policy 13(3):206-222.
Crossref

 
 

Martin KD, Borah A, Palmatier RW (2017). Data Privacy: Effects on Customer and Firm Performance. Journal of Marketing 81(1):36-58.
Crossref

 
 

Muk A (2007). Consumers' intentions to opt in to SMS advertising. International Journal of Advertising 26(2):177-198.
Crossref

 
 

UÄŸur NG, TuÄŸba K (2015). Mobile phones as distracting tools in the classroom: College students' perspective. The Journal of Operations Research, Statistics, Econometrics and Management Information Systems 3(2).
Crossref

 
 

Newell F, Lemon KN (2001). Wireless Rules: New Marketing Strategies for Customer Relationship Management Anytime, Anywhere. McGraw-Hill, New York.

 
 

Persaud A, Azhar I (2012). Innovative mobile marketing via smartphones: Are consumers ready? Marketing Intelligence and Planning 30(4):418-443.
Crossref

 
 

Samanta S, Woods J, Ghanbari M (2009). MMS to improve mobile advertising acceptance and replace billboards. International Journal of Mobile Marketing 4(2):61-67.

 
 

Shankar V, Malthouse EC (2010). Moving Interactive Marketing Forward. Journal of Interactive Marketing 20(1):2-4.
Crossref

 
 

Smith H, Dinev JT, Heng Xu (2011). Information Privacy Research: An Interdisciplinary Review. MIS Quarterly 35(4):980-1016.
Crossref

 
 

Barnes SJ, Scornavacca E (2004). Mobile marketing: The role of permission and Acceptance. International Journal of Mobile Communications 2(2):128-139.
Crossref

 
 

Shabhu KR, Nandakumar A, Nandakumar A (2016). Youngsters Attitude towards Mobile Marketing. International Journal of Industrial Engineering and Management Science 6(3).
Crossref

 
 

Son Jai-Y, Kim SS (2008). Internet Users' Information Privacy-protective Responses: A Taxonomy and a Nomological Model. MIS Quarterly 32(3):503-529.
Crossref

 
 

Spaid BI, Flint DJ (2014). The meaning of shopping experiences augmented by mobile internet devices. Journal of Marketing Theory and Practice 22(1):73-89.
Crossref

 
 

Strauss J (2016). E-marketing. UK: Routledge.
Crossref

 
 

Tindell D, Bohlender R (2010). The use and abuse of cell phones and text messaging in the classroom: A survey of college students. Wilkes University News Archives.

 
 

Xie E, Teo H-H, Wan W (2006). Volunteering Personal Information on the Internet: Effects of Reputation, Privacy Notices, and Rewards on Online Consumer Behavior. Marketing Letters 17(1):61-74.
Crossref

 
 

Yeni Medyada Y (2015). Approaches on New Media: Proceedings of 1st International New Media Conference, Istanbul, Turkey, Istanbul Gelisim University Press.

 
 

Zhang J, Mao E (2008). Understanding the acceptance of mobile SMS advertising among young Chinese consumers. Psychology and Marketing 25(8):787-805.
Crossref