|Title:||Enhancing the Perceived Value of Mobile Marketing. a Romanian Case Study|
Vol. 6, No 1, 2013
Published date: 20-05-2013 (print) / 20-05-2013 (online)
Economics & Sociology
ISSN: 2071-789X, eISSN: 2306-3459
|Keywords:||mobile marketing, consumer behaviour perceived value|
|JEL classification:||M31, M37, A13, O33|
The increasingly presence of mobile marketing and mobile advertising is attracting both customers and marketers to a new dimension of business communication. Even though the adoption rates are high, the value of mobile marketing from a customers’ perspective is hard to specify, as it is dependent on the features of the mobile instrument, the predominant traits of the customer and their attitudes towards the advertised product or service. The purpose of this article is to establish how the value of mobile marketing services is perceived by users with different demographic characteristics. For this purpose, an online study was conducted with more than 500 participants.