Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)


Personal Trust Institution Trust and Consumerism Attitudes towards Mobile Marketing and Banking Services in India

Author(s): Dr. Balakrishnan Menon

Rapid technological development has accompanied to the increasing digitalization of marketing communication media, which paved the way for mobile phone media offering better avenues, to reach and interface with customers. The mobile technological advancements also created opportunities for marketers, to communicate with consumers at a lower cost, faster pace, and to use it for efficient and effective promotional activities. This study aimed to examine and explain important determinants that influence purchase intention towards mobile banking services in India. The research, survey and data collection through questionnaire were conducted from August 2018 to February 2019. The results emphasized that personal trust, institution trust, attitude towards mobile marketing, and privacy features are the major factors that influenced the intention of consumers, in availing banking services over mobile phones.