Demographic factors and consumer attitude towards unsolicited mobile-based marketing messages: A factorial design

The increasing number of mobile phone users and unethical practices sending unsolicited mobile-based advertisement related messages without knowing the relevancy customers have invited authors to this area research. This study investigated consumer attitude towards in Pakistan. Data was collected via purposive sampling technique. Statistical tests such as t-test one- two-way ANOVA between groups were performed. Findings revealed existence significant differences mean scores for age, education, profession. Furthermore, results presence main effect age gender, whereas no interaction found variables. study, interestingly, interactive role profession, which further probed confirmed post-hoc test. concluded that marketing is not unscrupulous its true nature; however, doing advertising at cost encroaching upon privacy their permission right way achieve desired benefits advertising.