IDEAS home Printed from
   My bibliography  Save this article

Romanian Consumer Perception Towards Mobile Marketing Campaigns


  • Iacob Catoiu

    (Romanian Academy of Economic Studies)

  • Daniel Adrian Gardan

    (Romanian Academy of Economic Studies)


The present article highlights the main aspects concerning consumer perceptiontowards mobile marketing campaigns. The qualitative research conducted by the authorscomplete their earlier findings regarding future trends of mobile marketing and mobile media.For the Romanian market, mobile marketing campaigns and new communication techniquesbased upon mobile broadband are at the very beginning, mobile phone service providers andadvertiser using little from the wide range of promotional possibilities offered by the newcommunication technology. Such as research results show, the perception of the Romanianconsumers towards specific mobile marketing techniques is influenced primarily by perceptionstowards mobile services in general, and there are still no brand images being associate with thisnew advertising channel. Yet there is consumers' willingness to use new communication channelsif the messages are highly personalized and with a great extent of addressability depending onuser characteristics.Evolution of marketing theory and practice in time has pointed out that marketing is a sciencethat finds in technology a great ally, and one of the most important source for developing newconcepts and applications. As regarding mobile marketing this aspect is even more conclusivebecause at his very root, mobile marketing is a technology driven domain.

Suggested Citation

  • Iacob Catoiu & Daniel Adrian Gardan, 2010. "Romanian Consumer Perception Towards Mobile Marketing Campaigns," Annales Universitatis Apulensis Series Oeconomica, Faculty of Sciences, "1 Decembrie 1918" University, Alba Iulia, vol. 2(12), pages 1-25.
  • Handle: RePEc:alu:journl:v:2:y:2010:i:12:p:25

    Download full text from publisher

    File URL:
    Download Restriction: no

    References listed on IDEAS

    1. Pousttchi, Key & Wiedemann, Dietmar Georg, 2006. "A Contribution to Theory Building for Mobile Marketing: Categorizing Mobile Marketing Campaigns through Case Study Research," MPRA Paper 2925, University Library of Munich, Germany.
    Full references (including those not matched with items on IDEAS)

    More about this item


    mobile marketing; qualitative research; brand awareness; consumer attitude.;

    JEL classification:

    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing


    Access and download statistics


    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:alu:journl:v:2:y:2010:i:12:p:25. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Dan-Constantin Danuletiu). General contact details of provider: .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.