The impact of mobile marketing initiatives on customers' attitudes and behavioural outcomes

Purpose - The purpose of this paper is to examine customers' behavioural outcomes based on the actual attitudinal responses of mobile marketing initiatives. Design/methodology/approach - A total of 764 usable responses was included through a non-probability convenient sampling method. The data used in the study gathered from mobile users of 37 cities from nine states across India. The analysis of moment structures 22.0 and SmartPLS 3.0 statistical programmes were used for measurement validation and to test the structural model. Findings - The study indicated that mobile marketing had a more significant effect on customers' negative attitudes and followed by on positive attitudes. Despite the strong significant effect on customers' negative attitudes, it does not display more significant effect on negative behavioural outcomes. Finally, the study suggested that customers' positive attitudes display more favourable behavioural outcomes of mobile marketing initiatives. Practical implications - The paper would help the mobile marketers and advertisers to understand the impact of mobile marketing initiatives on customers' attitudes and behavioural outcomes and how it can be managed to ensure the higher level of adoption and acceptance. Originality/value - The results of the analysis indicated that when the users have favourable attitudes of mobile marketing initiatives, it can be highly effective in triggering of favourable behavioural outcomes.