Factors affecting consumers' mobile marketing acceptance: A research among university students in the balkan countries

Mobile marketing has become important for marketers, mobile operators and for the consumers. This case has given occasion to factors affecting consumer's mobile marketing acceptance among the Balkan students. With significant growth in mobile device usage, technological improvements have established innovative marketing communication channels. These channels have boosted the likelihood to target consumers by allowing personalization of the content and context. The purpose of this study is to examine the factors affecting consumers' acceptance of mobile marketing among university students in the Balkans. In this regard, after reviewing the mobile marketing literature within the context of mobile communication tools, factors affecting customers' acceptance of mobile marketing have been discussed. In the research section of the study, based on the pre-test, factors affecting customers' mobile marketing acceptance have been revealed. A questionnaire was conducted using face-to-face survey method in the university campuses of twelve Balkan countries. A total of 4,295 questionnaire were distributed. The number of valid questionnaires was 4,184; thus, the response rate was found to be 97%. The study examines the following factors: perceived ease of use, usefulness of information, personal attachment, privacy concerns, innovativeness, providing information, accessing content, and sharing content as independent factors. The mobile marketing acceptance is the dependent factor. Results of the study reveals a significant relationship between the independent variables and mobile marketing acceptance. This study is expected to reap benefits to the marketers, mobile operators, and to the academicians who plan to focus on this subject in the future.