Consumer Perceptions of Marketing and Non-Marketing Communications Received Via Mobile Technolgy

DIAS Technology Review, Vol. 7, No. 2, 2011

7 Pages Posted: 23 Apr 2012

See all articles by Kamal M. Osman

Kamal M. Osman

Al-Neelain University - Department of Economics

Hamza Hamza

affiliation not provided to SSRN

Date Written: April 22, 2012

Abstract

This study examines the acceptance of mobile applications, marketing and non-marketing, among men and women of various age groups, mobile phone usage rates and cell phone attachment groupings. The study found that younger cell phone users were more likely to accept mobile applications. Differences in acceptance by men and women were found in only three of the eight applications tested. Mobile phone users with high usage rates and those with high cell phone attachment scores were also more willing to accept mobile applications.

Keywords: consumer, communication, technology, perception

Suggested Citation

Osman, Kamal M. and Hamza, Hamza, Consumer Perceptions of Marketing and Non-Marketing Communications Received Via Mobile Technolgy (April 22, 2012). DIAS Technology Review, Vol. 7, No. 2, 2011. Available at SSRN: https://ssrn.com/abstract=2043720

Kamal M. Osman (Contact Author)

Al-Neelain University - Department of Economics ( email )

P.O. Box 12910-11111
Khartoum, 11111
Sudan

Hamza Hamza

affiliation not provided to SSRN ( email )

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