Advances in Information and Communication Technologies are not only offering new
marketing channels of communication and interactivity to companies but also significantly influencing the ways in which organisations conduct their businesses and marketing activities. Marketing on Mobile devices has become one of the most popular channels of communicating with intending and potential customers, particularly in the form of text advertising through Short Messaging Service. This study is aimed at examining the influence of mobile Marketing on consumer Purchase Behaviour among mobile phone users in organized institutions in Lagos State. The objectives of this study are to examine the effect of marketing messages on consumer attitude, to identify the effect of marketing messages on purchase behaviour and to examine consumer factors that significantly influence attitude towards mobile marketing. To achieve the objectives, four hypotheses were formulated from the structure of the research questions. This study was anchored on three theories: learning theory, involvement theory, and theory of reasoned action. The study employed cross-sectional survey design and the data required for this study were gathered using a structured questionnaire. One thousand two hundred (1200) copies of the questionnaire were administered to University students and employees in selected organisations. One thousand and forty three (1043) copies were retrieved out of which One thousand and twenty (1020) copies were used for analysis. Validity
and reliability of the research instrument was carried out using composite reliability,
content and construct validity.   Multi-stage sampling and systematic random sampling techniques were used to select the respondents for this study. Multiple regression was used to test the stated hypothesis with the use of structural modeling technique. The first hypothesis revealed that there is a significant positive effect of marketing messages on consumer attitude (C.R values were greater than 1.96 and P values less than 0.05). The second hypotheses revealed that consumer attitude towards marketing messages have a positive influence on purchase behaviour (C.R values were greater than 1.96 and P values less than 0.05). The third hypothesis revealed that there is a significant positive effect of marketing messages on purchase
behaviour (C.R values were greater than 1.96 and P values less than 0.05). The fourth hypothesis tested revealed that there is a significant influence of consumer factors (except for innovativeness, existing knowledge and social norms) on attitude towards marketing messages (C.R values were greater than 1.96 and P values less than 0.05). Based on these findings, the study recommended that: (i) mobile marketing managers should determine target customers and understand their demographic characteristics in order to develop successful mobile marketing
programmes and strategies; (ii) Marketing messages should be personalized to consumer needs in stimulating positive attitude and response towards the advertised product/service; (iii) Marketers should frequently communicate with their customers in order to build customer loyalty; (IV) organizations and advertisers should seek consumers consent before sending them marketing messages,  as mobile phones are considered personal assets to the owners; (v) Organisations should ensure that their marketing messages are creatively designed in order to yield value to the consumer.
Title Page                    ii
Certification                   iii
Declaration                   iv
Dedication                    v
Acknowledgements                 vi
Abstract                              ix
Table of Contents                  x
List of Tables                            xiii
List of Figures                                                                                                       xvi
List of Charts                                                                                                         xvii
List of Models                                                                                                          xviii
List of Appendices                                                                                                   xix
List of Abbreviations                                                                                               xx
CHAPTER ONE:
INTRODUCTIONÂ
1.1 Background to the Study             1
1.2 Statement of Research Problem           3
1.3 Research Questions               5
1.4 Research Objectives               6
1.5 Research Hypotheses               6
1.6 Significance of the Study             6
1.7 Scope of Study               7
1.8 Outline of Chapters               8
1.9 Operationalization of Research Variables         9
1.10 Definition of Terms               11
CHAPTER TWO:
LITERATURE REVIEWÂ
2.1 Conceptual Framework             12
2.1.1 The Nigerian Telecommunication Industry       13
2.1.2   What is Mobile Marketing           15
2.1.3    Development of Mobile Marketing         17
2.1.4 Characteristics of the Mobile Phone         19
2.1.5 Mobile Marketing Tools           20
2.1.6 Short Message Service as a Mobile Marketing     21
2.1.7 Drivers of Mobile Marketing           22
2.1.8 Benefits of Mobile Marketing           22
2.1.9 Types of Mobile Marketing           26
2.1.10 Forms of Mobile Marketing Tools                   27
2.1.11 Fundamental Issues in Mobile Marketing       33
2.1.12 Marketing Strategy in Mobile Marketing       39
2.1.13 Application of Marketing Mix Concept in Mobile Marketing 44
2.1.14 Consumer Behaviour             50
2.1.15 Marketing Communication Effects         73
2.1.16 Factors Influencing Attitude towards Mobile Marketing   76
2.1.17 Behavioural Intention            86
2.1.18Â Relationship between Attitude, Intention and Purchase
Behaviour                87
2.1.19 Consumer Attitude Models in Mobile Marketing                    88
2.2 Theoretical Framework                      93
2.2.1 Theories of Mobile Service Adoption        93
2.2.2 Theories of Consumer Behaviour                  100
2.3 Empirical Framework               109
2.4 Gap in Literature               119
CHAPTER THREE:
METHODOLOGYÂ
3.1      Study Area     122
3.2 Research Design                        123
3.3 Population of the Study                      123
3.4 Sample Size Determination                124
3.5 Sampling Technique                               124
3.6 Sampling Frame                        127
3.7 Sources of Data                        127
3.8 Data Collection Method and Procedure         128
3.9 Research Instrument and Design                    129
3.10 Validity of Research Instrument                    136
3.11 Reliability of Research Instrument           138
3.12    Method of Data Analysis             139
CHAPTER FOUR:
DATA PRESENTATION, ANALYSIS AND INTERPRETATION OF RESULTSÂ
4.1 Presentation of Data                        142
4.1.1 Response Rate                                142
4.2 Data Analysis and Interpretation                            144
4.2.1  Analysis of Demographic Data                  144
4.2.2 Descriptive Analysis of  Data on Mobile Phone usage            147
4.2.3 Respondents Rate of Receiving Mobile Marketing Messages        158
4.2.4Â Â Respondents Preference Density for Mobile Marketing Messages 161
4.2.5  Respondents Behavioural Response to Marketing Messages    167
4.2.6 Descriptive Analysis of data on Relevant Variables              172
4.2.2 Collation and Analysis of Open-ended Questions              183
4.3.5 Descriptive Analysis of Variables                185
4.3 Validation of Research Model and Testing of Hypothesis   195
4.3.1 Test of Hypothesis One         202
4.3.2 Test of Hypothesis Two         205
4.3.3 Test of Hypothesis Three         206
4.3.4 Test of Hypothesis Four         208
4.3.5    Discussion of Results          210
CHAPTER FIVE:
SUMMARY, CONCLUSION AND RECOMMENDATIONSÂ
5.1.1 Summary of Work             215
5.2      Discussion of Findings           216
5.2.1 Summary of Theoretical Findings       216
5.2.2 Summary of Empirical Findings       218
5. 3 Conclusion               222
5.4.1 Implication of Findings           224
5.4.1   Implication for Practice         224
5.4.2 Policy Makers and Government       226
5.5 Recommendations             227
5.6 Limitations of the Study           228
5.7 Suggestions for Further Research         230
5.8 Contribution to Knowledge           232
REFERENCESÂ Â Â Â Â Â Â Â Â Â Â Â Â Â Â 234Â
LIST OF TABLESÂ
Table 2.1: Legal Consideration for Mobile Marketing       38
Table 2.2:Â Comparison of Selected Age Cohorts across
Marketing-Related Issues           54
Table 2.3: Reference Group influence on Consumption      80
Table 2.4: Hierarchy of Effects of Different Involvement Levels   82
Figure 2.5:Â Â Summary of research findings on consumer attitude
towards mobile marketing           117
Table 3.1:  Selected Sample of the Study          126
Table 3.2:  Questionnaire Administration           129
Table 3.3:Â Â Measurement of Variables – Part 1- Section AÂ Â Â Â Â 131
Table 3.4:Â Â Â Measurement of Variables – Section BÂ Â Â Â Â Â Â 131
Table 3.5:Â Measurement of Variables – Part 2Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â 132
Table 3.6: Source of Items Used in the Questionnaire                    134
Table 4.1:Â Frequency Distribution by number of Questionnaires
Administered and Retrieved according to Organisations   143
Table 4.2:Â Frequency Distribution of Respondents by Socio- demographic
Characteristics               144
Table 4.3:Â Â Percentage Distribution of Respondents by Rate of Receiving
Marketing Message             159
Table 4.4:Â Â Â Percentage Distribution of Respondents by Preference Density to
Marketing Message             161
Table 4.5:Â Â Frequency Distribution of Respondents by Behavioural
Response to Marketing Message         167
Table 4.6:Â Â Percentage Distribution of Respondents Behavioural Response to
Marketing Messages by Gender         168
Table 4.7:Â Â Percentage Distribution of Respondents Behavioural Response to
Marketing Messages by Age           169
Table 4.8:Â Â Â Â Â Â Â Percentage Distribution of Respondents Behavioural Response to
Marketing Messages by  Educational Qualification     170
Table 4.9:Â Â Â Â Â Â Â Percentage Distribution of Respondents Behavioural Response to
Marketing Messages by Occupation                 171
Table 4.10:Â Â Percentage Distribution of Responses to Promotional
SMS Messages                                           172
Table 4.11:Â Percentage Distribution of Responses to Relational
SMS Messages                        173
Table 4.12:Â Percentage Distribution of Responses to Personalization
of SMS Messages                        173
Table 4.13:Â Percentage Distribution of Responses to Interactivity
of SMS Message                       174
Table 4.14:Â Percentage Distribution of Responses to Frequency
of SMS Message                        175
Table 4.15: Percentage Distribution of Responses to Brand Awareness             175
Table 4.16:Â Percentage Distribution of Responses to Intention/Actual
Purchase of Mobile Products 176
Table 4.17: Percentage Distribution of Responses to Loyalty     177
Table 4.18:Â Percentage Distribution of Responses to Consumer Attitude
to Mobile Marketing                                  177
Table 4.19: Percentage Distribution of Responses to Innovative Factor   178
Table 4.20:Â Â Â Â Â Percentage Distribution of Responses to Existing Knowledge of
Mobile Technology (EK) Factor         178
Table 4.21:Â Â Â Â Â Percentage Distribution of Responses to Attitude towards
Advertising               179
Table 4.22:Â Â Â Â Â Percentage Distribution of Responses to Privacy and
Permission Factor             179
Table 4.23:Â Â Â Â Â Percentage Distribution of Responses to Perceived
Credibility Factor                                                                              180
Table 4.24  Percentage Distribution of Responses to Perceived Risk Factor 180
Table 4.25:     Percentage Distribution of Responses to Trust Factor             181
Table 4.26: Percentage Distribution of Responses to Perceived value Factor 181
Table 4.27:  Percentage Distribution of Responses to Social Norms Factor   182
Table 4.28:     Percentage Distribution of Responses to Consumer Satisfaction 183
Table 4.29:Â Respondents View on Challenges in Mobile Marketing
Practitioners               183
Table 4.30: Respondents’ Opinion on how Organizations using
Mobile Marketing can Improve on their services     184
Table 4.31: Descriptive Analysis of Promotional Variable     185
Table 4.32:     Descriptive Analysis of Relational Variable 186
Table 4.33: Descriptive Analysis of Personalization Variable     186
Table 4.34: Descriptive Analysis of Interactivity Variable     187
Table 4.35: Descriptive Analysis of Frequency Variable                                    187
Table 4.36:     Descriptive Analysis of Awareness Variable       188
Table 4.37:     Descriptive Analysis of purchase intention and Actual purchase  188
Table 4.38: Descriptive Analysis of Loyalty Variable       189
Table 4.39:     Descriptive Analysis for Innovativeness       190
Table 4.40:Â Descriptive Analysis for Existing knowledge of Mobile
Technology     190
Table 4.4:       Descriptive Analysis for Attitude towards advertising   190
Table 4.42:     Descriptive Analysis for Privacy and Permission     191
Table 4.43:     Descriptive Analysis for Credibility                 192
Table 4.44:     Descriptive Analysis for Perceived Risk       192
Table 4.45:     Descriptive Analysis for Trust                                          192
Table 4.46:     Descriptive Analysis for Perceived Value                   193
Table 4.47:     Descriptive Analysis for Social Norms                             193
Table 4.48:Â Â Â Â Â Descriptive Analysis for Consumer Attitude towards
Mobile Marketing                                            194
Table 4.49:     Goodness of Fit Measures of the Research Models     196
Table 4.50ai:Â Â Reliability, Average Variance Extracted (AVE) and Correlation
Among Constructs in the model         197
Table 4.51bi:   Factor Loadings of items included in the Model     198
Table 4.52ci:Â Â Average Variance Extracted (VE) and Squared Multiple
Correlations (SMC) of Items in the Model       198
Table 4.53a:Â Â Â Â Regression Weights for test of Hypothesis 1Â Â Â Â Â Â Â 202
Table 4.53b:Â Â Â Standardized Path Coefficients for test of Hypothesis 1Â Â Â 202
Table 4.53c:Â Â Squared Multiple Correlations for test of Hypothesis 1Â Â Â 203
Table 4.54a:Â Regression Weights for test of Hypothesis 2Â Â Â Â Â Â Â 205
Table 4.54b:Â Â Standardized Path Coefficient for test of Hypothesis 2Â Â Â 205
Table 4.55a:Â Regression Weights for test of Hypothesis 3Â Â Â Â Â Â Â 206
Table 4.55b:Â Â Standardized Path Coefficients for test of Hypothesis 3Â Â Â 207
Table 4.55c:Â Â Squared Multiple Correlations for test of Hypothesis 3Â Â Â 207
Table 4.56a:Â Â Regression Weights for test of Hypothesis 4Â Â Â Â Â Â Â 209
Table 4.56b:Â Â Standardized Path Coefficients for test of Hypothesis 4Â Â Â 209
Table 4.56c:Â Â Squared Multiple Correlations for test of Hypothesis 4Â Â Â 209
Table 4.57:  Summary of Test of Hypotheses Findings       210
LIST OF FIGURESÂ
Figure 2.1:  Mobile Advertising Value Chain         32
Figure 2.2: Framework of Mobile Marketing Environment     41
Figure 3.1  Stages of Sampling Technique         125
Figure 4.1Â Test of Hypothesis 1Â Â Â Â Â Â Â Â Â Â Â Â Â 203
Figure 4.2Â Test of hypothesis 2Â Â Â Â Â Â Â Â Â Â Â Â Â 205
Figure 4.3 Contribution of Marketing Messages to Purchase Behaviour 207
LIST OF CHARTSÂ
Chart 2.1: The Learning Curve             60
Chart 4.1  Frequency distribution of Respondents by Mobile phone Usage 146
Chart 4.2  SMS Phone Usage by Gender           147
Chart 4.3  Voice calls Phone Usage by Gender         148
Chart 4.4  MMS Phone Usage by Gender         148
Chart 4.5   Videos Phone Usage by Gender         149
Chart 4.6   Usage of Mobile Phone News Service by Gender     149
Chart 4.7  Sports Phone Usage by Gender         150
Chart 4.8   Facebook Phone Usage by Gender         150
Chart 4.9  Mobile Web browsing by Gender         151
Chart 4.10  Mobile Phone Chatting by Gender         151
Chart 4.11  Mobile E-mail by Gender           152
Chart 4.12  Voice calls Phone Usage by Age group       153
Chart 4.13  SMS Phone Usage by Age group         153
Chart 4.14  MMS Phone Usage by Age group         154
Chart 4.15 Mobile Phone News Usage by Age Group       155
Chart 4.16  Mobile Chatting News Usage by Age Group       155
Chart 4.17  SMS Phone Usage by Occupation           156
Chart 4.18  Mobile Web browsing Usage by Occupation       157
Chart 4.19  SMS Service Usage by Educational Background     158
Chart 4.20Â Â Respondents Preference Density for Marketing Messages
Ages (15-24)Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â 163
Chart 4.21Â Â Respondents Preference Density for Marketing Messages by
Ages (25-34)Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â 164
Chart 4.22 Male Respondents Preference Density for Marketing Messages  165
Chart 4.23  Female Respondents Preference Density for Marketing Messages 166
LIST OF MODELS
Model 1.1:  Research Hypotheses Model           10
Model 2.1: The Consumer Behaviour Model         50
Model 2.3:     The Perceptual Process           64
Model 2.4       Stages in Consumer Decision-Making Process     69
Model 2.5  The Search for Information           70
Model 2.6  Security Risks in the Business Chain        85
Model 2.7Â Â Â Brackett, and Carr (2001) Model of Consumer attitude
toward Web Advertising           89
Model 2.8Â Tsang et al., (2004) Model of Consumer attitude
toward Mobile Marketing           89
Model 2.9Â Â Â Haghirian and Madlberger (2005) Model of Consumer Attitude
Toward Advertising via Mobile Devices       90
Model 2.10Â Â XU Model of Factors Affecting Attitude and Intention
toward Mobile Advertising           91
Model 2.11  Theory of Reasoned Action            94
Model 2.12  Theory of Planned Behaviour           95
Model 2.13 Technology Acceptance Model         96
Model 4.2  Research Model of the Study           195
LIST OF APPENDICESÂ
Appendix 1 Research Questionnaire           274
Appendix IIÂ Reliability Analysis and Inter-item Correlation of
Questionnaire Items             287
Appendix III Principal Component Analysis of Variables       292
Appendix IVÂ Measurement and Structural Model for Marketing
Messages and Purchase Behaviour Items        303
Appendix VÂ Measurement and Structural Model for Factors Influencing
Consumer Attitude towards Marketing Messages     308
LIST OF ABBREVIATIONSÂ Â
SMSÂ Â Â =Â Short Message Service
MMSÂ Â Â =Â Multimedia Messaging Service
GSMÂ Â Â =Â Global System for Mobile Communications
GPSÂ Â Â =Â Global Positioning System
MMAÂ Â Â =Â Mobile Marketing Association
WAAÂ Â Â =Â Wireless Advertising Association
PDAÂ Â Â =Â Personal Digital Assistant
IMCÂ Â Â =Â Integrated Marketing Communication
GPRSÂ Â Â =Â Â General Packet Radio Service
MMÂ Â Â =Â Mobile Marketing
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