Paper Title
Purposes, Benefits, And Barriers Of Using Mobile Marketing: An Empirical Evidence From Saudi Arabia
Abstract
The objective of this paper is to provide a profile of using Mobile Marketing in Saudi Arabia. It will present a
descriptive analysis to the practice of Mobile Marketing. The empirical investigation that was conducted on a sample of 186
firms highlights several issues related to purposes, incentives, and the barriers to using the technique. The final results show
that Mobile Marketing is still in its early stage of development. Currently, firms in Saudi Arabia utilize Mobile Marketing
for business-to-business contacts. Also, mobile marketing was found to be used for many purposes. However,
communication and promotion role appeared to be the most significant reason for using mobile marketing. From the other
side, lack of an accurate database of customers and privacy issue found to be the most influential obstacles facing the mobile
marketers in Saudi Arabia. Finally, the study reveals several implications for theory and practice relating to the future
development of the mobile advertising industry in Saudi Arabia. In addition, recommendations for marketing managers, as
well as directions for future research are presented.
Keywords: Mobile Marketing, Marketing, Business, Saudi Arabia, Marketing Communication, Digital Marketing,
Interactive Marketing.