Abstract:

This research aimed to develop a conceptual model of mobile marketing acceptance and adoption and empirically test it in the Jordanian market. The research methodology and design have utilized a quantitative approach in which a structured questionnaire was developed as a primary data collection method. The research population was all mobile subscribers who have active mobile lines in the Jordanian market. The sample size was 2000 mobile subscribers. The response rate was 73.5%; 1470 questionnaires were returned for analysis, while the valid number of questionnaires used was 1330 from the returned questionnaires. The data analysis strategy has used quantitative statistical analysis using descriptive and statistical analyses. Social Package for Social Sciences (SPSS-19) and Structural Equation Modeling (EQS6) software packages were utilized in the analysis strategy to achieve the research objectives. The results showed that perceived ease of use, social norms, content and customization have a negative and significant effect on mobile marketing acceptance. Meanwhile, perceived usefulness, entertainment and credibility have a positive and significant effect on mobile marketing acceptance. Also, privacy has a non-significant effect on mobile marketing acceptance but its effect is positive. Further, mobile marketing acceptance has no mediation effect on the relationship between factors affecting mobile marketing acceptance and mobile marketing adoption. Mobile marketing acceptance has a non-significant positive effect on mobile marketing adoption. Research conclusions, practical recommendations, contributions to the mobile marketing literature and future research opportunities are also discussed. Key Words: Mobile Marketing, Adoption, Acceptance, Perceived Usefulness, Entertainment and Jordan.

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