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" Factors Influencing Mobile Marketing Acceptance in Higher Education Students in the United Arab Emirates "
Coelhoso, João Pedro Esteves
Bandeira, Fernando
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Latin Dissertation
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| Language of Document
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English
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| Record Number
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1106541
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| Doc. No
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TLpq2401772865
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| Main Entry
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Bandeira, Fernando
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Coelhoso, João Pedro Esteves
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| Title & Author
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Factors Influencing Mobile Marketing Acceptance in Higher Education Students in the United Arab Emirates\ Coelhoso, João Pedro EstevesBandeira, Fernando
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| College
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Universidade Fernando Pessoa (Portugal)
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| Date
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2019
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| student score
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2019
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| Degree
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Ph.D.
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| Page No
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280
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| Abstract
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Technology advancements in mobile communication has seen a rapid rise in recent years. Likewise, the use of mobile technologies has proven to be of extreme importance in consumer’s life. The main goal of this study is to investigate and identify the impact of marketing activities on the acceptance of mobile marketing practiced by higher education students. Assisted by the Technology Acceptance Model (TAM) and Uses and Gratifications Theory, this study tests a conceptual model that explain factors influencing mobile marketing acceptance. The study was conducted in Federal Higher Education Institutions in the UAE. A descriptive, explanatory research that used a quantitative survey methodology was adopted. This study surveyed 402 higher education students using a probabilistic stratified sampling method. The overall findings revealed that risk acceptance, providing information, sharing content, accessing content, perceived value and personal attachment have a positive influence in mobile marketing acceptance, and it validates a new model using Structural Equation Modelling. Furthermore, this study highlights the current state of mobile marketing utilization along with preferred types of services used. This research has the potential to benefit companies to create better mobile marketing strategies, in which they can incorporate within their product and services and recommends actions to create a more effective mobile marketing campaign that benefits both consumers and organizations.
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Higher education
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Information science
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Marketing
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Middle Eastern studies
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