Document Type : Original Article

Authors

1 Central Tehran Islamic Azad University Faculty of Management

2 Commerce , Central Tehran Islamic Azad University Faculty of Management

10.22054/dcm.2022.69395.1144

Abstract

This research aims to identify the factors influencing the acceptance of mobile marketing activities by customers using a meta-composite approach. The research was conducted with an exploratory and qualitative approach. Using a systematic and meta-synthesis review approach, the results and findings of previous researchers and the influencing factors on the adoption of mobile marketing by performing the 7 steps of the Sandelowski and Barroso method has been analyzed. In this context, to measure reliability and quality control, the Kappa was used, and its value was identified for the identified indicators at the level of excellent agreement. The results of the implementation of meta-combination steps in Maxqda10 software showed that the factors influencing the acceptance of mobile marketing activities by customers based on the meta-synthesis approach include two general dimensions of individual factors and environmental factors, and these two dimensions include 6 components in total. and there are 33 indicators. Based on these results, the individual dimension includes the components of perceptual factors, personal habits and characteristics, emotional and belief factors, and cognitive factors, and the environmental dimension includes the components of technical factors and social factors. The results show that marketing is a dynamic field that changes over time. Understanding the effective components at any point in time can increase marketing effectiveness. Mobile marketing combined with traditional and virtual methods has become the most powerful tool even for traditional sellers. It can be concluded that proper implementation and digital marketing can help sellers in increasing customer reach and brand awareness

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