Consumer Acceptance of Mobile Marketing: An Empirical Study on the Saudi Female

摘要

This paper examines the factors that influence mobile marketing acceptance among female Saudi consumers. A survey was conducted using an electronic and self-administered questionnaire. A total of 300 questionnaires were distributed. The valid questionnaires were 226; thus the response rate is 0.75. This study examines the following factors: providing information, content sharing, content access, personal attachment, and perceived value as independent factors. The mobile marketing acceptance was the dependent factor. Results of the study indicate there is a high association between study variables and mobile marketing acceptance. Conclusion, study limitation, and future studies were provided.