Digital marketing has evolved into a realm of personalized engagement, rendering traditional

broad-based approaches ineffective. Tailoring content to specific audiences is now imperative

for success, leveraging data tracking and metrics to personalize ads for individual buyer
personas. Furthermore, factors like perceived risk, value, usefulness, attractiveness, and
privacy significantly influence purchasing intentions. Additionally, an individual's attitude
towards mobile advertisements plays a crucial role in shaping their purchase intentions.
Positive attitudes correlate with higher likelihoods of purchase, while negative attitudes
decrease the likelihood. Analysis results demonstrate that individuals' locations significantly
impact purchase intentions but not attitudes towards mobile ads. Regression analysis
highlights strong associations between independent variables like perceived risk, value,
usefulness, attractiveness, and privacy, and both attitude and purchase intention. Furthermore,
correlation analysis confirms a positive relationship between these independent variables and
attitudes, as well as purchase intentions. In essence, personalized digital marketing, informed
by data-driven insights and tailored to individual preferences, is paramount for success in
today's competitive landscape. Understanding and leveraging consumer attitudes and
intentions are essential for maximizing marketing effectiveness.

Introduction:
The rapid advancement of technology has ushered in new avenues for marketing, notably
mobile marketing and e-marketing, reshaping how businesses engage with their clientele.
Mobile marketing utilizes mobile devices like smartphones and tablets to promote products
and services, while e-marketing encompasses all online marketing endeavors. The
widespread adoption of mobile devices and internet connectivity has presented businesses
with novel opportunities to connect with their target demographic and amplify their
marketing endeavors. However, to effectively deploy mobile marketing and e-marketing
strategies, it's imperative to comprehend the factors influencing consumers' purchase
intentions through these channels.
The Innovation Diffusion Theory offers a framework for understanding the adoption and
dissemination of innovations within society. This theory posits that the adoption of an
innovation hinges on various factors, including its perceived attributes, adopter
characteristics, and the communication channels employed in its dissemination. This study
aims to scrutinize the determinants influencing consumers' purchase intentions via mobile
marketing and e-marketing, utilizing the Innovation Diffusion Theory as a conceptual
scaffold. By pinpointing pivotal factors shaping consumers' purchase intentions, businesses
can craft tailored mobile marketing and e-marketing strategies aligned with the preferences
and needs of their target audience. This study delves into the factors impacting consumers'
purchase intention in the realms of mobile and e-marketing, examining aspects such as
attitude, perceived usefulness, perceived risk, perceived value, attraction, and privacy. By
bridging the knowledge gap surrounding how these factors influence purchase intentions
within mobile and e-marketing contexts, this study endeavors to cultivate more effective
marketing strategies that heighten consumer engagement and purchase intention. As of
January 2022, India had surpassed 687 million internet users, with approximately 80%
accessing the internet through mobile devices, according to Statista. Projections from the
India Brand Equity Foundation suggest that India's e-commerce market is poised to reach
$200 billion by 2027, with fashion and electronics emerging as the primary categories driving
online sales. In terms of social media usage, India holds the second position globally for
Facebook users, with over 330 million active users recorded as of January 2021.
Additionally, Statista reports widespread usage of WhatsApp in India, with over 530 million
active users.
The study's objectives encompass investigating the influences of perceived risk, perceived
value, perceived usefulness, attractiveness, and privacy on attitudes towards mobile
advertisements and purchase intention. It also aims to examine how demographic factors,
such as location, impact purchase intention. Correspondingly, the hypotheses formulated seek
to ascertain relationships and associations between these factors and consumer attitudes and
purchase intentions, thereby contributing to a more comprehensive understanding of
consumer behavior in digital marketing realms.

Literature Review:
The literature review section aims to synthesize existing research and scholarly works related
to the topic of mobile marketing, e-marketing, and the Innovation Diffusion Theory. Mobile
marketing and e-marketing have emerged as vital components of contemporary marketing
strategies, revolutionizing how businesses connect with consumers in the digital age. The
Innovation Diffusion Theory provides a theoretical framework for understanding the adoption
and diffusion of innovations, offering insights into the factors influencing consumers'
acceptance of new technologies and ideas.
Scholars have extensively explored the concept of mobile marketing, which involves the use
of mobile devices such as smartphones and tablets to promote products and services.
Research indicates that mobile marketing offers unique advantages, including personalized
targeting, location-based advertising, and enhanced consumer engagement. Studies have
shown that mobile marketing campaigns can effectively reach target audiences in real-time,
fostering meaningful interactions and driving purchase intentions. Furthermore, the ubiquity
of mobile devices has enabled marketers to leverage various mobile channels, including SMS
marketing, mobile apps, and mobile websites, to engage consumers across different
touchpoints.
Similarly, e-marketing, encompassing all forms of marketing conducted online, has garnered
significant attention from researchers. E-marketing strategies encompass a wide array of
tactics, including email marketing, social media marketing, search engine optimization
(SEO), and content marketing. Scholars have explored the effectiveness of these strategies in
reaching and engaging online audiences, highlighting the importance of content relevance,
timing, and channel selection. Moreover, research has emphasized the role of digital analytics
and metrics in evaluating e-marketing performance and optimizing campaigns for better
outcomes.
The Innovation Diffusion Theory, pioneered by Everett Rogers, offers valuable insights into
the process of innovation adoption and diffusion among individuals and groups. According to
the theory, the adoption of innovations is influenced by various factors, including the
perceived attributes of the innovation, the characteristics of the adopter, and the
communication channels used to disseminate the innovation. Researchers have applied the
Innovation Diffusion Theory to various contexts, including technology adoption, healthcare,
and marketing, to understand the dynamics of innovation adoption and diffusion.
Studies examining the factors influencing consumers' purchase intentions through mobile
marketing and e-marketing channels have shed light on several key determinants. Attitude,
perceived usefulness, perceived risk, perceived value, attraction, and privacy have been
identified as significant factors shaping consumers' purchase intentions in digital marketing
contexts. Scholars have employed theoretical frameworks, such as the Technology
Acceptance Model (TAM) and the Unified Theory of Acceptance and Use of Technology
(UTAUT), to investigate the relationships between these factors and consumers' behavioral
intentions in the context of mobile and e-marketing.

Research Methodology:
The study aims to bridge existing gaps in literature by examining the multifaceted factors
influencing consumer behavior within mobile marketing/e-marketing domains. By
investigating the roles of Attitude, Perceived Usefulness, Perceived Risk, Perceived Value,
Attraction, and Privacy, the study seeks to offer valuable insights into their collective impact
on purchase intention, thus facilitating the development of more tailored marketing strategies
aligned with consumer preferences. Moreover, the research endeavors to contribute to
academic discourse by refining models of consumer behavior, providing a more nuanced
understanding of digital marketing dynamics.
Research methodology encompasses the strategies and techniques employed to transition
from broad assumptions to detailed data collection and reasoning processes. It serves as the
blueprint guiding researchers in problem identification and resolution, defining the
intellectual activity involved in investigating nature and matter, including data collection,
analysis, and interpretation. A framework comprising models, procedures, and techniques,
research methodology aids in resolving research problems.
This study employs a descriptive research design that aims to characterize population traits
systematically, using various research methods to investigate one or more variables. It
focuses on describing situations or phenomena accurately, prioritizing "what" questions over
"why" questions. Unlike explanatory research, which seeks causality, descriptive research
simply delineates demographic characteristics under study. It is often referred to as
observational research since it does not manipulate study variables during the research
process.
1.1 HYPOTHESIS
H0A: To find if there is no significant difference between location, occupation, monthly
income, monthly expenses and qualification with attitude and Purchase intention.
 H1A: There is a significant difference between location with attitude and Purchase
intention.
H2A: There is a significant difference between occupation with attitude and Purchase
intention.
H3A: There is a significant difference between monthly income with attitude and
Purchase intention.
H4A: There is a significant difference between monthly expenses with attitude and
Purchase intention.
H5A: There is a significant difference between qualification with attitude and Purchase
intention.
H0B: There is no relationship between perceived risk, perceived value, perceived
usefulness, Attractiveness, Privacy with Attitude and Purchase intention.
H1B: There is a relationship between perceived risk, perceived value, perceived
usefulness, Attractiveness, Privacy with Attitude and Purchase intention.
H0C: There is no association between perceived risk, perceived value, perceived
usefulness, Attractiveness, Privacy with Attitude and Purchase intention.
H1C: There is strength of association between perceived risk, perceived value, perceived
usefulness, Attractiveness, Privacy with Attitude.
H2C: There is strength of association between perceived risk, perceived value, perceived
usefulness, Attractiveness, Privacy with Purchase intention.
H3C: There is strength of association between perceived risk, perceived value, perceived
usefulness, Attractiveness, Privacy, Attitude with Purchase intention.
H4C: There is strength of association between perceived risk, perceived value, perceived
usefulness, Attractiveness, Privacy, Purchase intention with Attitude.

Scope of the Study:

Moreover, the study's scope extends beyond theoretical exploration to practical implications
for marketing strategies, consumer technology interactions, and data privacy considerations.
By delving into the intricate interplay of factors shaping consumer behavior, the research can
refine models, inform strategy development, and deepen understanding of technology's
evolving role in consumer decision-making. Additionally, it underscores the growing
importance of consumer privacy in an increasingly digitized landscape, offering insights into
mitigating privacy concerns in marketing endeavors.
Limitations of the study:
However, the study faces limitations, primarily stemming from the complex and evolving
nature of digital marketing landscapes. While existing research has touched upon certain
factors like perceived usefulness and risk, comprehensively exploring the interactions among
multiple factors is challenging. This limitation underscores the need for nuanced
investigations to provide more robust insights for businesses navigating mobile marketing/e-
marketing terrains and academic scholars seeking to deepen their understanding of consumer
behavior in digital contexts.
FRAMEWORK
Figure 1: FRAMEWORK

This study investigates the relationship between independent variables—perceived risk,

perceived usefulness, perceived value, privacy, and attraction—and dependent variables—
attitude and purchase intention—in mobile and e-marketing contexts. Perceived risk pertains
to potential negative consequences associated with these marketing methods, while perceived
usefulness and value reflect consumers' assessment of their utility and benefits. Privacy
concerns focus on personal information security, while attraction gauges the appeal of mobile
and e-marketing. Attitude encompasses consumers' overall evaluation of these marketing
strategies. The findings aim to inform businesses on optimizing their strategies to boost
consumer purchase intention. The study employs convenience sampling, drawing 218
respondents. Data analysis is conducted using SPSS, a versatile software widely used in
social science research, facilitating statistical analysis, data management, and documentation.
SPSS offers user-friendly menu options and command syntax programming for reproducible
output and complex data manipulation.
Analysis and interpretation
Applications of one-way ANOVA is to test if there is any significant difference in perception
of the variable across Location, occupation, Monthly income, expenses and qualification.
 Table 1: ANOVA
Location
Mean
Sum of Squares df Square F Sig.
Attitude Between 13.335 8 1.667 1.711 .097
Groups
Within 203.665 209 .974
Groups
Total 217.000 217
Purchase Between 16.116 8 2.014 2.096 .038
intention Groups
Within 200.884 209 .961
Groups
Total 217.000 217
Occupation
Attitude Between 6.571 4 1.643 1.663 .160
Groups

Within 210.429 213 .988

Groups

Total 217.000 217

Purchase Between .305 4 .076 .075 .990

intention Groups

Within 216.695 213 1.017

Groups

Total 217.000 217

Monthly Income
Attitude Between 3.514 4 .878 .876 .479
Groups
 Within 213.486 213 1.002
Groups

Total 217.000 217

Purchase Between .517 4 .129 .127 .972

intention Groups

Within 216.483 213 1.016

Groups

Total 217.000 217

Monthly Expenses
Attitude Between 2.954 4 .738 .735 .569
Groups

Within 214.046 213 1.005

Groups

Total 217.000 217

Purchase Between 3.909 4 .977 .977 .421

intention Groups

Within 213.091 213 1.000

Groups

Total 217.000 217

Qualification
Attitude Between .031 2 .015 .015 .985
Groups

Within 216.969 215 1.009

Groups

Total 217.000 217

Purchase Between 2.280 2 1.140 1.141 .321

intention Groups
 Within 214.720 215 .999
Groups

Total 217.000 217

INTERPRETATION
LOCATION
From the above table, it is clear that Attitude is 0.097, so there is insignificance. But Purchase
intention is 0.038, so there is significance of Location.
H0 A: Rejected.
H1 A: Accepted. There is a significant different between Location and Purchase intention but
not with Attitude.
OCCUPATION
From the above table, it is clear that Attitude is greater than 0.05, which shows that 0.160, so
there is insignificance of Occupation and Purchase intention is also greater than 0.05, which
shows that 0.990, so there is insignificance of Occupation.

H2 A: Rejected.

H0 A: Accepted. There is no significant different between Occupation with Attitude and

Purchase intention.
MONTHLY INCOME
From the above table, it is clear that Attitude is greater than 0.05, which shows that 0.479, so
there is insignificance of Monthly income and Purchase intention is also greater than 0.05,
which shows that 0.972, so there is insignificance of Monthly income.

H3 A: Rejected.

H0 A: Accepted. There is no significant different between Monthly income with Attitude and
Purchase intention.
MONTHLY EXPENSES
From the above table, it is clear that Attitude is greater than 0.05, which shows that 0.569, so
there is insignificance of Monthly expenses and Purchase intention is also greater than 0.05,
which shows that 0.421, so there is insignificance of Monthly expenses.

H4 A: Rejected.

H0 A: Accepted. There is no significant different between Monthly expenses with Attitude

and Purchase intention.
QUALIFICATION
From the above table, it is clear that Attitude is greater than 0.05, which shows that 0.985, so
there is insignificance of Qualification. Purchase intention is also greater than 0.05, which
shows that 0.321, so there is insignificance of Qualification.

H5 A: Rejected.

H0 A: Accepted. There is no significant different between Qualification with Attitude and

Purchase intention.

CORRELATION
Perceived Perceived Perceived Purchase
Attraction Value Privacy Usefulness Risk Attitude intention

Attraction Pearson 1 .000 .000 .000 .000 .445** .229**

Correlation

Perceived Pearson .000 1 .000 .000 .000 .398** .202**

Value Correlation

Privacy Pearson .000 .000 1 .000 .000 .295** .368**

Correlation

Perceived Pearson .000 .000 .000 1 .000 .143* .361**

Usefulness Correlation

Perceived Pearson .000 .000 .000 .000 1 .260** .174**

Risk Correlation

Attitude Pearson .445** .398** .295** .143* .260** 1 .000

Correlation

Purchase Pearson .229** .202** .368** .361** .174** .000 1

intention Correlation

INTERPRETATION
From the above table we can find that the three is a strong relationship between Attraction,
Perceived Value, Privacy, Perceived Usefulness, and Perceived Risk with both Attitude and
Purchase intention.
H0 B: Rejected.
H1 B: Accepted. There is a relationship between Attraction, Perceived Value, Privacy,
Perceived Usefulness, and Perceived Risk with both Attitude and Purchase intention.

REGRESSION

4.4.1 REGRESSION – ATTITUDE

TABLE 14: REGRESSION – ATTITUDE

Model Summary

Std. Error of the

Model R R Square Adjusted R Square Estimate

1 .729a .531 .520 .69271104

a. Predictors: (Constant), Attraction , Perceived Value, Privacy, Perceived

Usefulness, Perceived Risk.

TABLE 15: REGRESSION – ATTITUDE

ANOVA

Sum of Mean
Model Squares df Square F Sig.

1 Regression 115.272 5 23.054 48.045 .000b

Residual 101.728 212 .480

Total 217.000 217

a. Dependent Variable: Attitude

b. Predictors: (Constant), Attraction, Perceived Value, Privacy, Perceived

Usefulness, Perceived Risk.
 TABLE 16: REGRESSION – ATTITUDE

Coefficients

Unstandardized Standardized
Coefficients Coefficients

Model B Std. Error Beta t Sig.

1 (Constant) -2.552E-17 .047 .000 1.000

Attraction .445 .047 .445 9.468 .000

Perceived Value .398 .047 .398 8.456 .000

Privacy .295 .047 .295 6.266 .000

Perceived .143 .047 .143 3.042 .003

Usefulness

Perceived Risk .260 .047 .260 5.529 .000

a. Dependent Variable: Attitude

INTERPRETATION

From the above table we can find that the significance value of Attraction, Perceived
Value, Privacy, Perceived Usefulness, and Perceived Risk influencing the attitude is
lesser than the 0.05, which indicates that there is a significance difference between
variables and it accepts the alternative hypothesis. And this analysis defines that factors
influences on Attitude.

So, the regression equation for attitude = -2.552E-17+0.445*Attraction+0.398*Perceived

Value+0.295* Privacy+0.143*Perceived Usefulness+0.260*Perceived Risk

H0 C: Rejected.
H1 C: Accepted. There is strength of association between Attraction, Perceived Value,
Privacy, Perceived Usefulness, Perceived Risk with Attitude.

4.4.2 REGRESSION – PURCHASE INTENTION

TABLE 17: REGRESSION – PURCHASE INTENTION

Model Summary

Adjusted R Std. Error of the

Model R R Square Square Estimate

1 .624a .389 .375 .79052248

a. Predictors: (Constant), Attraction , Perceived Value, Privacy, Perceived

Usefulness, Perceived Risk.

TABLE 18: REGRESSION – PURCHASE INTENTION

ANOVA

Sum of Mean
Model Squares df Square F Sig.

1 Regression 84.516 5 16.903 27.048 .000b

Residual 132.484 212 .625

Total 217.000 217

a. Dependent Variable: Purchase intention

b. Predictors: (Constant), Attraction, Perceived Value, Privacy, Perceived

Usefulness, Perceived Risk.
 TABLE 19: REGRESSION – PURCHASE INTENTION

Coefficients

Standardize
Unstandardized d
Coefficients Coefficients

Model B Std. Error Beta t Sig.

1 (Constant) -4.415E-17 .054 .000 1.000

Attraction .229 .054 .229 4.260 .000

Perceived Value .202 .054 .202 3.760 .000

Privacy .368 .054 .368 6.862 .000

Perceived Usefulness .361 .054 .361 6.732 .000

Perceived Risk .174 .054 .174 3.247 .001

a. Dependent Variable: Purchase intention

INTERPRETATION

From the above table we can find that R square value as 0.389 and the significance value
of Attraction, Perceived Value, Privacy, Perceived Usefulness, and Perceived Risk
influencing the Purchase intention is lesser than the 0.05, which indicates that there is a
significance difference between variables and it accepts the alternative hypothesis. And
this analysis defines that factors influences on Purchase intention.

So, the regression equation for Purchase intention = -4.415E-

17+0.229*Attraction+0.202*Perceived Value+0.368* Privacy+0.361*Perceived
Usefulness+0.174*Perceived Risk

H0 C: Rejected.

H2 C: Accepted. There is strength of association between Attraction, Perceived Value,

Privacy, Perceived Usefulness, Perceived Risk with Purchase intention.
4.4.3 REGRESSION – ALL FACTORS EXCLUDE PURCHASE INTENTION

TABLE 19: REGRESSION – ALL FACTORS EXCLUDE PURCHASE

INTENTION

Model Summary

Adjusted R Std. Error of

Model R R Square Square the Estimate

1 .842a .710 .702 .54633229

a. Predictors: (Constant), Attitude, Attraction, Perceived

Value, Privacy, Perceived Usefulness, Perceived Risk.

TABLE 20: REGRESSION – ALL FACTORS EXCLUDE PURCHASE

INTENTION

ANOVAa

Sum of
Model Squares df Mean Square F Sig.

1 Regression 154.021 6 25.670 86.003 .000b

Residual 62.979 211 .298

Total 217.000 217

a. Dependent Variable: Purchase Intention

b. Predictors: (Constant), Attitude, Attraction, Perceived Value, Privacy,

Perceived Usefulness, Perceived Risk.
TABLE 21: REGRESSION – ALL FACTORS EXCLUDE PURCHASE
INTENTION

Coefficientsa
Standardize
d
Unstandardized Coefficient
Coefficients s
Model B Std. Error Beta t Sig.
1 (Constant) -6.524E-
.037 .000 1.000
17
Attitude -
-.827 .054 -.827 .000
15.260
Attraction
.597 .044 .597 13.486 .000
Perceived Value
.530 .043 .530 12.368 .000
Privacy
.612 .040 .612 15.152 .000
Perceived Usefulness
.480 .038 .480 12.656 .000
Perceived Risk
.389 .040 .389 9.810 .000
a. Dependent Variable: Purchase Intention

INTERPRETATION

From the above table we can find that R square value as .710 and the strength association
with Attraction, Perceived Value, Privacy, Perceived Usefulness, Perceived Risk, attitude
associate Purchase intention which is lesser than the 0.05, which indicates that there is an
association and it accepts the alternative hypothesis.

So, the regression equation for Purchase intention = -6.524E-17+0. 597*Attraction+0.

530*Perceived Value+0. 612* Privacy+0. 480*Perceived Usefulness+0. 389*Perceived
Risk+-.827*Attitude

H0 C: Rejected.

H3 C: Accepted. There is strength of association between Attraction, Perceived Value,

Privacy, Perceived Usefulness, Perceived Risk, Attitude with Purchase intention.
4.4.4 REGRESSION – ALL FACTORS EXCLUDE ATTITUDE

TABLE 22: REGRESSION – ALL FACTORS EXCLUDE ATTITUDE

Model Summary

Adjusted R Std. Error of

Model R R Square Square the Estimate

1 .882a .777 .771 .47873453

a. Predictors: (Constant), Purchase Intention, Attraction,

Perceived Value, Privacy, Perceived Usefulness,
Perceived Risk.

TABLE 23: REGRESSION – ALL FACTORS EXCLUDE ATTITUDE

ANOVAa

Sum of
Model Squares df Mean Square F Sig.

1 Regression 168.642 6 28.107 122.638 .000b

Residual 48.358 211 .229

Total 217.000 217

a. Dependent Variable: REGR factor score 1 for analysis 2

b. Predictors: (Constant), Purchase Intention, Attraction, Perceived Value,

Privacy, Perceived Usefulness, Perceived Risk.

TABLE 24: REGRESSION – ALL FACTORS EXCLUDE ATTITUDE

Coefficientsa

Unstandardized Standardized
Coefficients Coefficients

Model B Std. Error Beta t Sig.

 1 (Constant) -5.354E-17 .032 .000 1.000

Purchase Intention -.635 .042 -.635 -15.260 .000

Attraction .590 .034 .590 17.434 .000

Perceived Value .526 .034 .526 15.662 .000

Privacy .528 .036 .528 14.707 .000

Perceived Usefulness .372 .036 .372 10.399 .000

Perceived Risk .371 .033 .371 11.130 .000

a. Dependent Variable: Attitude

INTERPRETATION

From the above table we can find that R square value as .710 and the strength association
with Attraction, Perceived Value, Privacy, Perceived Usefulness, Perceived Risk,
Purchase intention associate Attitude which is lesser than the 0.05, which indicates that
there is an association and it accepts the alternative hypothesis.

So, the regression equation for Attitude= -5.354E-17+0. 590*Attraction+0.

526*Perceived Value+0. 528* Privacy+0. 372*Perceived Usefulness+0. 371*Perceived
Risk+-.635*Purchase intention

H0 C: Rejected.

H4 C: Accepted. There is strength of association between Attraction, Perceived Value,

Privacy, Perceived Usefulness, Perceived Risk, Purchase intention with Attitude.