The extensive applications of mobile phones are visible in global companies for the marketing of their products. The popularity of mobile marketing is increasing considerably. This paper has provided insights into the perspectives of consumer attitude towards mobile marketing in India. The companies will develop an understanding of how mobile marketing influence consumer attitudes. The scale of measurement used for Attitudes was Likert scale and explained the consumer's behavior towards mobile marketing. The factors identified through the study will provide insights into Consumer buying behavior via mobile platforms. The analytical tool SPSS has been used for analysis by using methods like factor analysis and logistic regression for exploring the satisfaction of consumers towards mobile marketing.
Singh, Dr Surabhi
"Investigating Consumer Satisfaction towards Mobile Marketing,"
Journal of International Technology and Information Management: Vol. 28:
2, Article 4.
Available at: https://scholarworks.lib.csusb.edu/jitim/vol28/iss2/4
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