Permission-based mobile marketing for credit card industry in Bangkok
1
Issued Date
2024
Copyright Date
2019
Resource Type
Language
eng
File Type
application/pdf
No. of Pages/File Size
vii, 34 leaves : ill.
Access Rights
open access
Rights
ผลงานนี้เป็นลิขสิทธิ์ของมหาวิทยาลัยมหิดล ขอสงวนไว้สำหรับเพื่อการศึกษาเท่านั้น ต้องอ้างอิงแหล่งที่มา ห้ามดัดแปลงเนื้อหา และห้ามนำไปใช้เพื่อการค้า
Rights Holder(s)
Mahidol University
Bibliographic Citation
Thematic Paper (M.B.A. (Business Modeling and Development))--Mahidol University, 2019
Suggested Citation
Supatphol Osathanonda Permission-based mobile marketing for credit card industry in Bangkok. Thematic Paper (M.B.A. (Business Modeling and Development))--Mahidol University, 2019. Retrieved from: https://repository.li.mahidol.ac.th/handle/123456789/92183
Title
Permission-based mobile marketing for credit card industry in Bangkok
Author(s)
Advisor(s)
Abstract
From the high penetration rate of mobile phones in Bangkok and the rising trend of cashless society promoted by both government and private sectors, it raises the attention toward the importance of mobile marketing along with consumer privacy and data privacy concern. This research paper's objective was to develop a conceptual model to explore and examine the relationship and influences of factors of permission-based mobile marketing for credit card industry in Bangkok. This research developed a conceptual model framework consisting of five factors: institutional trust, personal trust, mobile marketing, perceived control, and perceived usefulness on consumer's willingness to give permission to participate in credit card mobile marketing. The data were collected from 400 participants who live in Bangkok and who own and use credit card and mobile phone of any kind. The participant's responses were collected from the distributed questionnaire online and data were analyzed by SPSS software through multiple regression analysis. The results revealed that mobile marketing experience has a high positive correlation on permission, and even though both personal trust and institutional trust are significant and have a positive correlation, institutional trust has more influence on permission than personal trust. Moreover, analysis also revealed that mobile marketers should allow consumers to control and choose the type and quantity of mobile marketing they want to receive. Based on analysis, mobile marketers can gain permission from consumer if consumer perceives mobile marketing useful. The result and finding from this conceptual model could help deepen the understating of the relationship and influences of these factors toward mobile marketing which could improve mobile marketing programs and practices for credit card industry in Bangkok, Thailand
Description
Business Modeling and Development (Mahidol University 2019)
Degree Name
Master of Business Administration
Degree Level
Master's degree
Degree Department
International College
Degree Discipline
Business Modeling and Development
Degree Grantor(s)
Mahidol University