ARTICLE NO.

Factors That Influence Students Behaviour In

Information Security

Mobile Marketing is a real concept that covers a wide variety of activities including
mobile advertising , mobile applications , offline marketing on TV , video and print and
online marketing on websites , and via-email.

According to the study of Leppamini Sinisalo and Karjoluto (2006) on the mobile
marketing research , it was analyzed that definition in literature represent 4 major
approaches of marketing through mobile channels. They also found marketing through
mobile channel has implicity and explicity been conceptualized as :

1. Mobile Marketing

2. Mobile Advertising

3. Wireless Marketing

4. Wireless Advertising

Mobile Advertising

refers to transmission of advertising via mobile devices such as mobile phone. Wrong
and tang defined it as "advertisment delivered to mobile phone users in the form of a
short message system (SMS) multimedia message system (MMS).

There are 2 models of mobile marketing: Push and Pull models. In Pull models market
sends out the information related to campaign that consumers have already demanded.

However in Push model, the marketing person takes the initiative and texts the
campaign messages directly to the consumers. In letter type of campaign SMS are
heavily used.

Permisiom Mobile Marketing

is about building an ongoing relationship of increasing depth with customers by

obtaining customers consent to receive information from company. It incourages
customers consent to receive information from company. It encourages consumers to
participate in long term, interactive campaign in which they are rewarded in some way
for paying attention to increasing relevant message.

According to Godin, permission marketing is anticipated, personal and relevant. On the

other hand, Heinonen and Strandvik (2007) argue that permission is not necessarily a
guarantee that the consumers pays attention to; its only a door opener and gives
indication of the consumers potential interest areas.

According to Barnes and Scornavacca (2004) , wireless users demand not the summary
of available mass information but personalised style of it. As a summary, permission has
a dynamic boundary produced by the combination of one personal references i.e.
personalization, time, location and info.

Additionally, Larroll et.al , Haghirian et.al , Bamba Barnes, Kautonen et.al and Wang and
Tang investigated major factors contributing to consumers attitude towards mobile
advertising and giving prior permission.

AD Avoidance

the conscious effort of consumers to stay away from the stimulus of ads.

It appears that consumers avoid advertising for 4 main reason :

1. they don't intend to get information about cheap products.

2. consumers may value media where ads are issued so much so that they consider the
ads distributing and diverging.

3. consumers may be loyal to rival brand of advertising product and don't want to be
subjected to adverse information.

4. consumers find ads boring and irritating.

There are different avoidance strategies :

According to Abernethy (1991) there are 2 named as:

1. physical avoidance strategy to change the channel when commercial starts.

2. mechanical avoidance i.e. to change the channel when commercial starts.

According to Speck and Elliott (1997) there are 3 strategies :

1. congenitive avoidance strategy - the attempt to ignore ads.

2. behavioral avoidance strategy - people found to be easily flip past ads.

3. mechanical avoidance strategy - when people by to eliminate ads.

According to Vakratsas and Ambler (1993) consumers react to advertising stimulus in 3

different ways :

1. conegitive

2.affective

3. behavioral

Research Methodology

the main aim of the research is to identify relationship between permission and SMS ad
avoidance.

Relating to research question , a face-to-face survey method was chosen to collect the
data.

The questions have 2 parts:

1- it contains 3 items that measure permission . A five-point Likert type scale ranging
from 1 ( strongly disagree) to 5 ( strongly agree) was used.

2- it has items to measure SMS ad avoidance.

According to Cho and Cheon (2004) there are 3 ad avoidance methods for internet ads:

congnitive avoidance , affective avoidance and behavioral avoidance. 2 items were

developed to measure congitive avoidance, 2 for affective ad avoidance and 4 for
behavioral avoidance.

Cronbach Alpha coefficient were computed for the reliability test. According to the
Alpha coefficients, reliability for cognitive SMS ad avoidance (.75) , affective SMS ad
avoidance (.82) and behavioral SMS avoidance (.72) with recommended value of .70 .
However, the value of permission is not acceptable (.45).

Recommended optimal range for inter-item correlation is .2 to .4 .

Findings

of the 441 responds , 55.1% were female and 44.9% were male.
The Pearson correlation efficient for the relationship of permission and SMS ad
avoidance types. There is negative relationship for both of them. All the relationships
are significant at p< .01 .

Conclusion

The study has demonstrated effects of permission on SMS and avoidance. According to
result of the analysis, permission variable has been determined as significant variable of
SMS ad avoidance. There is significant negative relationship between permission and ad
avoidance. The result presenting the low value of variance in the regression analysis
offer strong support that the permission variable is not the only significant variable in
explaining the behaviour of SMS ad avoidance.

According to the result , all the variance values found in the three ad avoidance
variables are equally low. This can have a possible interpretation that although there are
different ad avoidance techniques for SMS ads ; there my be only one type of avoidance
SMS ads.

This research has focused primarily on the variables affecting attitude towards SMS ads
and opts in issues in SMS advertising. To conduct a successful implication of SMS ad
campaign , it is necessary to explore both the positive and negative factors either for the
consumers or the market itself.

In addition , instruments were adopted from a previous research. In this regard despite
pre-testing , there may have been some linguistic and cultural influences in the
translation from English to Turkish.

EVA JHAJHARIA

19BBL022