Abstract

Prior studies for mobile marketing have been carried out in many parts of the world but there is not any particularly for Pakistan. This paper is an attempt to evaluate the attitudes towards the flourishing phenomenon of mobile marketing in Pakistan. The research will be important for the markets and the organizations intending for mobile marketing. Pakistani youth has shown that gender and house hold income levels have no impact on the liking or disliking of the phenomena. This has been proved by the application of the Chi-Square test on the data gathered from these university students. The second significant observation is that of the impact of mobile marketing on the irritation to the consumer and the brand image that these consumers tend to develop. In first case it is shown that there is no irritation to the consumer and the second case shows that there is a negative impact on the brand image of the product/service.