Consumer Attitudes towards Mobile Marketing in the Smart Phone Era

ConsumerAttitudes towards Mobile Marketing in the Smart Phone Era


ConsumerAttitudes towards Mobile Marketing in the Smart Phone Era

Mobileusers in the communications market have different attitudes towardssmartphone hasty development and take over in the market. After afast takeover by smart phones, mobile users of all ages have nochoice than to conform to the new smartphone era. The research seeksto unveil the different attitudes that consumers have towards thedigital smartphone era and the sample reasons that prevail in themarket supporting the same.


Thestudy aims at identifying the consumer attitude towards the change inthe phone market to smartphones. Secondly, the study aims atanalyzing the software applications and features in a smartphone thatmake it hard for consumers to adjust, which need changes to make themmore user-friendly. The study also seeks to clarify the level ofcustomer satisfaction regarding smartphones.


Theinductive research shows how Ease of use, efficacy and incentivesmotivate the use of smartphones in areas such as Quick Response whileignorance on its advantages and operation slows down globalacceptance. The study also uses secondary data from resources inprevious relative research projects. Additionally, scholarlyjournals, books and websites add it to the literature review to givethe readers as well as the researcher a clear perspective of theresearch field especially chronological advancement of smartphones.

Findingsand conclusions

Thestudy uses both quantitative and qualitative approach as it usestables and figures to make conclusive findings. The research employsa sample population in an open-ended questionnaire to acquire rawdata from the sample niche acquired by random sampling. Inconclusion, permission-based marketing, trust-building, and creatinga sense of being in control can enhance the adoption of smartphonesworldwide.


Shankar,V. (2013) Customer satisfaction and loyalty in online and offlineenvironments, International Journal of Research in Marketing, Vol. 20(2), pp. 153–175