| Abstract |
Mobile devices have become increasingly popular to be used as marketing channel for all types of organizations in India in the recent years. The marketing strategists are being influenced for promoting their products or services through dissemination of relevant information to convince the consumers who are mobile users. The ready availability of smart phones at affordable prices, its portability, attractive 3G/4G data packs provided by the mobile service providers, and free downloadable mobile apps encourage the common mass for the choice of mobile based marketing or m-commerce (online buying and selling through mobile phones) rather than through the use of traditional internet via desktops, laptops, or notebooks. On the other hand different companies choose mobile phones as an alternate media other than traditional form of marketing through internet, telecalling, TV channels, newspapers, posters, hoardings and displays with the aim to maximize its effectiveness by reaching the more number of customers who are mobile users. The aim of the paper is to study different factors that influence the acceptability and adoptability of mobile marketing in the Indian context. |
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