Effect of Mobile Marketing Services on Customer's Mobile Marketing Acceptance

Abstract

Marketing has been a never-ending topic of research for many years, and while throughout all these years, it might have changed its shape and form, marketing will still continue to strive and be discussed about as long as there are businesses willing to work and create things and customers and consumers willing to use their products and services. With the latest advancement of mobile devices that have become more personalized and more sophisticated in the recent years, businesses have taken a keen interest in these medium and how it can be utilized for marketing purposes. With the help of the technology advancements, and the availability of wireless Internet, Wi-Fi, GSM, Bluetooth, and many others, it opened up new paths for new mobile marketing services that are more customer centric and has thus helped shaped a new era of marketing and advertising.

This study will focus on analyzing whether mobile marketing services such as those via social media and via mobile applications, have any impact in whether individuals are more prone to accept mobile marketing or not. To get a better understanding of this, a study was conducted using Bosnia and Herzegovina as the population sample, and their demographic variables, such as age, residence type and education level were used as the primary variables that would guide the results of the study. Bosnia and Herzegovina was used as the sample for it is a developing country with a love for technology, but lacking in terms of customer and business relationships. Marketing done by the companies in this country is seen as a form of raising awareness that a product or service exists, but is not catered towards the needs and wants of potential customers. As such, it was chosen as a country of interest and thus an online questionnaire was conducted, through which a sample population of 422 individuals and their opinions was gathered and analyzed using several statistical programs.