Advertising value of mobile marketing through acceptance among youth in Karachi

The purpose of this paper is to investigate the key influencing factors towards mobile marketing acceptance among youth in Karachi. It further analyzes the impact of mobile marketing acceptance on its advertising value. To achieve the objective of this study a convenient sample of 247 respondents from University students, Government officials and business organizations in Karachi is taken over a two-week period during the spring of 2012. After validating the instrument, correlation analysis is performed to test the relationship of prior permission, personalization, message exposure and appropriate medium with mobile marketing acceptance, and simple liner regression is applied to see the impact of mobile marketing acceptance on its advertising value. By using SPSS software Statistical evidence at .05 level of significance proved that Prior Permission, Personalization, Frequency of Exposure and Appropriate Medium are significantly correlated with mobile marketing acceptance. Further simple liner regression proved that mobile marketing acceptance has positive impact on its advertising value among youth in Karachi. Because of convenience sampling further research is desirable to confirm and extend the present results. This identification of variables of Acceptance and its relation to advertising value will be beneficial for organization to use mobile phone as a means of communicating promotional content.