Analyzing Factors Influencing Mobile Social Media Marketing Acceptance among Customers

The purpose of this paper is to investigate the effective factors in accepting marketing through mobile social media by end users. The research method, is descriptive-survey and the research type is practical based on the research purpose. The statistical population of this study is the online customers of mobile phones from the Mobile Online website in ۲۰۱۹. Infinite population (۳۸۴) was selected as statistical sample according to Cochran formula. Data collection was accomplished through questionnaire which involves ۲۵ questions. The reliability of the questionnaire using Cronbach's alpha coefficient was ۸۷%, which indicates an appropriate reliability. The results showed the importance of the effective factor of profitability on the attitude towards mobile marketing and the orientation towards mobile marketing on mobile marketing activities is significant.

کلیدواژه ها:

Mobile marketing ، customers ، Social Media ، perceivable profitability ، Profitability