Patricia Zegrean
Bucharest University of Economic Studies
2-4 Căderea Bastiliei str., Sector 1, Bucharest
Phone numbers: +4.021.319.19.00;

ENHANCING THE PERCEIVED
VALUE OF MOBILE MARKETING.
A ROMANIAN CASE STUDY*

+4.021.319.19.01;
Fax: +4.021.319.18.99
E-mail: patricia.zegreanu@gmail.com

Dorel Paraschiv
Bucharest University of Economic Studies
Department of International Business and Economics
2-4 Căderea Bastiliei str., Sector 1, Bucharest
+4.021.319.19.00; +4.021.319.19.01;
Fax: +4.021.319.18.99
E-mail:  paraschiv@inde.ro

Received: October, 2012
1st Revision: January, 2012
Accepted: May, 2013

ABSTRACT. The increasingly presence of mobile marketing and mobile advertising is attracting both customers and marketers to a new dimension of business communication. Even though the adoption rates are high, the value of mobile marketing from a customers’ perspective is hard to specify, as it is dependent on the features of the mobile instrument, the predominant traits of the customer and their attitudes towards the advertised product or service. The purpose of this article is to establish how the value of mobile marketing services is perceived by users with different demographic characteristics. For this purpose, an online study was conducted with more than 500 participants.

JEL Classification: M31,
M37, A13, O33

Keywords:mobile marketing, consumer behaviour perceived value