ДЕТЕРМИНАНТИ НА ПОЗИТИВНИ ПОТРЕБИТЕЛСКИ НАГЛАСИ СПРЯМО МОБИЛНИТЕ МАРКЕТИНГОВИ КОМУНИКАЦИИ
THE DETERMINANTS OF POSITIVE CONSUMER ATTITUDES TOWARDS MOBILE MARKETING COMMUNICATIONS

Summary/Abstract: Over the last two decades, the rapid development of information technology and telecommunications has led companies to pay more attention to mobile marketing communications. Companies see mobile marketing communications as a cost-effective and results-oriented way to reach potential customers in a highly personalized environment. While the range and customization options offered by mobile phones are promising for business, young people often associate this with irritation, intrusion and mistrust. The present study examines the determinants of positive consumer attitudes towards mobile marketing communications for the Bulgarian market. Trust and quality and relevant content are presented as the main factors that favorably influence consumer attitudes and predispose gaining consumer consent to receive communication messages / advertisements on their smart devices. The possibility of achieving two-way communication through mobile messages / advertisements leads to building dialogue and strong connection with the mobile users, and subsequently - building trust, which is fundamental success factor in the digital age. Consumer trust is difficult to gain, but it can easily be lost. Businesses should avoid the abuse of trust and should try not to overwhelm their customers with irrelevant or unwanted ads. In the end of this article recommendations for overcoming existing barriers in the face of negative attitudes and associations that lead to better results and long-term positive attitudes towards mobile marketing communications are presented.

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