NDLI: FACTORS INFLUENCING CONSUMERS' ACCEPTABILITY OF MOBILE MARKETING IN THE NEW ERA OF GLOBALIZATION: A STUDY CONDUCTED IN KOLKATA

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FACTORS INFLUENCING CONSUMERS' ACCEPTABILITY OF MOBILE MARKETING IN THE NEW ERA OF GLOBALIZATION: A STUDY CONDUCTED IN KOLKATA

Content Provider	Directory of Open Access Journals (DOAJ)
Author	Debarun Chakraborty Soumya Kanti Dhara Adrinil Santra
Abstract	Mobile devices have become increasingly popular to be used as marketing channel for all types of organizations in India in the recent years. The marketing strategists are being influenced for promoting their products or services through dissemination of relevant information to convince the consumers who are mobile users. The ready availability of smart phones at affordable prices, its portability, attractive 3G/4G data packs provided by the mobile service providers, and free downloadable mobile apps encourage the common mass for the choice of mobile based marketing or m-commerce (online buying and selling through mobile phones) rather than through the use of traditional internet via desktops, laptops, or notebooks. On the other hand different companies choose mobile phones as an alternate media other than traditional form of marketing through internet, telecalling, TV channels, newspapers, posters, hoardings and displays with the aim to maximize its effectiveness by reaching the more number of customers who are mobile users. The aim of the paper is to study different factors that influence the acceptability and adoptability of mobile marketing in the Indian context.
Related Links	http://www.srustimanagementreview.ac.in/paperfile/2143604200_2%20FACTORS%20INFLUENCING%20CONSUMERS.pdf
ISSN	09744274
Journal	Srusti Management Review
Issue Number	I
Volume Number	XI
e-ISSN	25821148
Language	English
Publisher	Srusti Academy of Management
Publisher Date	2018-01-01
Publisher Place	India
Access Restriction	Open
Subject Keyword	Economic Theory. Demography Marketing Channel Smartphones Mobile Marketing M-commerce Internet Mobile Apps Economic theory. Demography
Content Type	Text
Resource Type	Article
Subject	Demography

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