• Dr.K.PUNITHAVATHI

Rapid technological advancements in advertising have resulted in the digitalization of media and, as a result, the rise of new media platforms like mobile phones. This has made it easier to communicate with customers and made it easier for ads to circulate among them. But in order to make the most of the mobile phone's potential as a medium for advertising, marketers need to be aware of its distinct and pertinent features as well as the various ways that users engage with it. This study aims to investigate the relationship between consumers' acceptance of mobile advertising and its subsequent impact on their intention to purchase promoted goods or services using independent variables such as message relevance, information value, message receiving time, and consumers' consent to receive advertising messages.

Mobile advertising

"IMPACT OF MOBILE MARKETING ON CONSUMERS BEHAVIOUR", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.12, Issue 2, page no.c245-c250, February-2025, Available :http://www.jetir.org/papers/JETIR2502229.pdf

"IMPACT OF MOBILE MARKETING ON CONSUMERS BEHAVIOUR", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.12, Issue 2, page no. ppc245-c250, February-2025, Available at : http://www.jetir.org/papers/JETIR2502229.pdf