RESEARCH PROPOSAL

Mobile Marketing & Generation Y

Name of Writer

Name of Institution

Abstract

Due to the rapid growth of mobile usage, mobile marketing is an important issue among retail practitioners, and SMS and mobile applications are representative of mobile marketing methods (MMA Global, 2009). Based on a review of the relative literature, the primary purposes of this study were to investigate the influence on Gen Y consumers' attitudes toward mobile marketing.

Table of Contents

Abstract2

Introduction4

Purpose of the Study5

Research Question5

Methodology5

Sampling5

Data Collection6

Data Analysis6

Literature Review7

Analysis10

Conclusion11

References13

Mobile Marketing & Generation Y

Introduction

Since the 1990s, the Internet has been an effective business tool (Ngai & Gunasekaran, 2007). Consequently, e-commerce has grown exponentially due to the advantages of transactional convenience, ease of renewing messages, and highly interactional features. Globally, there were 1.4 billion Internet users in 2008, and, in the same year, e-commerce accounted for more than $470 billion in sales (Wood, 2009). In spite of its advantages, ecommerce is constrained due to fixed Internet lines and the restricted range of wireless, major limitations of e-commerce. Mobile phones, however, overcome these limitations through unlimited wireless capability (Ngai & Gunasekaran, 2007) freeing consumers from the limitations of fixed-line personal computers (Clarke, 2001). Accordingly, mobile phone usage has achieved rapid growth.

By 2008, there were approximately 4 billion mobile phone subscribers globally (International Telecommunication Union, 2009b). Due to worldwide mobile phone distribution and the characteristics of personalization, ubiquity, convenience, and localization, the potential for advertisers was evident. Mobile marketing expenditures worldwide were $4.5 billion in 2008 (Gauntt, 2008) and are expected to reach $19.1 billion by 2010, a 76% increase.

Both short message service (SMS) and mobile applications are used for mobile marketing and are a logical extension of e-mail commercial messages (Jaffee, 2007) using different modality features. These two modalities differ in that SMS messages can be no more than 160 characters in length and are limited to text, while mobile applications add images, audio, and short videos as well.

Purpose of the Study

Due to the rapid growth of mobile usage, mobile marketing is an important issue among retail practitioners, and SMS and mobile appliacations are representative of mobile marketing methods (MMA Global, 2009). Based on a review of the relative literature, the primary purposes of this study were to investigate the influence on Gen Y consumers' attitudes toward mobile marketing.

Research Question

The research question that will be looked at in detail during the study would be which forms of mobile marketing is most influencing for Generation Y in UK?

Methodology

The study will look at the previous studies that will focus on the role and importance relating to the mobile marketing within society. Moreover, the studies focusing on the question of mobile marketing and its influence on Generation Y in UK will be looked at in detail. Furthermore, it would be vital to have some sort of primary research and measurements taken from the Generation Y itself. Primary research would be as vital in strengthening the study as historical facts and figures and secondary research.

Sampling

The sample will consist of undergraduate and postgraduate students from author`s Univerity. According to University`s latest statistics ...