ABSTRACT 
Advances in Information and Communication Technologies are not only offering new 
marketing channels  of communication and interactivity  to  companies but also significantly influencing the ways in which organisations conduct their businesses and marketing activities. Marketing on Mobile devices has become one of the most popular channels of communicating with intending and potential customers, particularly in the form of text advertising through  Short Messaging Service. This study is aimed at examining the influence of mobile Marketing on consumer Purchase Behaviour among mobile phone users  in organized institutions  in Lagos State. The objectives of this study are to examine the effect of marketing messages on consumer attitude, to  identify the  effect of marketing messages on purchase behaviour and to examine  consumer  factors  that  significantly  influence attitude towards  mobile marketing. To achieve the objectives, four hypotheses were formulated from the structure of the research questions. This study was anchored on three theories: learning theory, involvement theory, and theory of reasoned action. The study employed cross-sectional survey design and the  data required for this study were gathered using a structured questionnaire. One thousand two hundred (1200) copies of the questionnaire  were administered to University students  and employees in selected  organisations. One thousand and forty three (1043)  copies were  retrieved out of which One thousand and twenty (1020) copies were used for analysis. Validity 
and reliability of the research instrument was carried out using composite reliability, 
content and construct validity.    Multi-stage sampling and systematic  random sampling techniques were used to select the respondents for this study.  Multiple regression was used to test the stated hypothesis with the use of structural modeling technique. The  first hypothesis revealed  that there  is a  significant positive effect of marketing messages on consumer attitude (C.R values were greater than 1.96 and P values  less than 0.05). The second  hypotheses revealed that consumer attitude towards marketing messages have a positive influence on purchase behaviour  (C.R values were  greater than 1.96 and P values  less than 0.05). The third hypothesis revealed that there is a significant positive effect of marketing messages on purchase 
behaviour (C.R values were  greater than 1.96 and P values  less than 0.05). The fourth hypothesis tested revealed that  there is a significant influence of consumer factors  (except for innovativeness, existing knowledge and social norms) on attitude towards marketing messages  (C.R values were greater than 1.96 and P values  less than 0.05). Based on these  findings, the study recommended that: (i) mobile marketing managers should determine target customers and understand their demographic characteristics  in order  to  develop successful mobile marketing 
programmes  and strategies; (ii) Marketing messages should be personalized to consumer  needs in stimulating positive attitude and response towards the advertised product/service; (iii) Marketers should frequently communicate with their customers in  order to build customer loyalty;  (IV) organizations and advertisers should seek consumers consent before sending them marketing messages,   as mobile phones are considered  personal assets to the owners; (v) Organisations should ensure that their marketing messages are creatively designed in order to yield value to the consumer. 

TABLE OF CONTENTS                                                       Page 
Title Page                     ii 
Certification                    iii 
Declaration                    iv 
Dedication                     v 
Acknowledgements                  vi 
Abstract                               ix 
Table of Contents                   x 
List of Tables                             xiii 
List of Figures                                                                                                        xvi 
List of Charts                                                                                                          xvii 
List of Models                                                                                                           xviii 
List of Appendices                                                                                                    xix 
List of Abbreviations                                                                                                xx  
                    
CHAPTER ONE: 
INTRODUCTION 
1.1  Background to the Study              1 
1.2  Statement of Research Problem            3 
1.3  Research Questions                5 
1.4  Research Objectives                6 
1.5  Research Hypotheses                6 
1.6  Significance of the Study              6 
1.7  Scope of Study                7 
1.8  Outline of Chapters                8 
1.9  Operationalization of Research Variables          9 
1.10  Definition of Terms                11 

CHAPTER TWO: 
LITERATURE REVIEW 
2.1  Conceptual Framework              12 
  2.1.1  The Nigerian Telecommunication Industry        13 
            2.1.2    What is Mobile Marketing            15 
2.1.3     Development of Mobile Marketing          17 
  2.1.4  Characteristics of the Mobile Phone          19 
  2.1.5  Mobile Marketing Tools            20 
  2.1.6  Short Message Service as a Mobile Marketing      21 
  2.1.7  Drivers of Mobile Marketing            22 
  2.1.8  Benefits of Mobile Marketing            22 
  2.1.9  Types of Mobile Marketing            26 
  2.1.10  Forms of Mobile Marketing Tools                    27 
  2.1.11  Fundamental Issues in Mobile Marketing        33 
2.1.12  Marketing Strategy in Mobile Marketing        39 
  2.1.13  Application of Marketing Mix Concept in Mobile Marketing  44
  2.1.14  Consumer Behaviour              50 
  2.1.15  Marketing Communication Effects          73 
  2.1.16  Factors Influencing Attitude towards Mobile Marketing    76                           
2.1.17  Behavioural Intention             86 
  2.1.18  Relationship between Attitude, Intention and Purchase  
Behaviour                 87 
  2.1.19  Consumer Attitude Models in Mobile Marketing                     88                                   
2.2  Theoretical Framework                       93 
2.2.1  Theories of Mobile Service Adoption         93 
  2.2.2  Theories of Consumer Behaviour                   100 
2.3  Empirical Framework                109 
2.4  Gap in Literature                119 

CHAPTER THREE: 
METHODOLOGY 
3.1       Study Area      122 
3.2  Research Design                         123 
3.3  Population of the Study                       123 
3.4  Sample Size Determination                 124 
3.5  Sampling Technique                                124 
3.6  Sampling Frame                         127 
3.7  Sources of Data                         127 
3.8  Data Collection Method and Procedure          128 
3.9  Research Instrument and Design                     129 
3.10  Validity of Research Instrument                     136 
3.11  Reliability of Research Instrument            138 
3.12     Method of Data Analysis              139 
 
CHAPTER FOUR: 
DATA PRESENTATION, ANALYSIS AND INTERPRETATION OF RESULTS 
4.1 Presentation of Data                         142 
4.1.1  Response Rate                                 142 
4.2  Data Analysis and Interpretation                             144   
4.2.1   Analysis of  Demographic Data                   144 
4.2.2  Descriptive Analysis of   Data on Mobile Phone usage             147 
4.2.3  Respondents Rate of Receiving Mobile Marketing Messages         158 
4.2.4   Respondents Preference Density for Mobile Marketing Messages 161 
4.2.5   Respondents  Behavioural Response to Marketing Messages     167 
4.2.6  Descriptive Analysis of data on Relevant Variables               172 
4.2.2  Collation and Analysis of  Open-ended Questions               183
4.3.5  Descriptive Analysis of Variables                 185 
4.3  Validation of Research Model and Testing of Hypothesis    195   
4.3.1  Test of Hypothesis One          202 
4.3.2  Test of Hypothesis Two          205 
4.3.3  Test of Hypothesis Three          206 
4.3.4  Test of Hypothesis Four          208 
      4.3.5     Discussion of Results           210 

CHAPTER FIVE: 
SUMMARY, CONCLUSION AND RECOMMENDATIONS 
5.1.1  Summary of Work              215 
5.2       Discussion of  Findings            216 
5.2.1  Summary of Theoretical Findings        216 
5.2.2  Summary of Empirical Findings        218 
5. 3  Conclusion                222 
5.4.1  Implication of Findings            224 
5.4.1    Implication for Practice          224   
5.4.2  Policy Makers and Government        226   
5.5  Recommendations              227 
5.6  Limitations of the Study            228 
5.7  Suggestions for Further Research          230                  
5.8  Contribution to Knowledge            232 
 
REFERENCES                234 

LIST OF TABLES 
Table 2.1:  Legal Consideration for Mobile Marketing        38 
Table 2.2:  Comparison of Selected Age Cohorts across           
Marketing-Related Issues            54 
Table 2.3:  Reference Group influence on Consumption       80 
Table 2.4:  Hierarchy of Effects of Different Involvement Levels    82 
Figure 2.5:   Summary of research findings on consumer attitude  
towards mobile marketing            117 
Table 3.1:   Selected Sample of the Study           126 
Table 3.2:   Questionnaire Administration            129 
Table 3.3:   Measurement of Variables - Part 1- Section A      131 
Table 3.4:    Measurement of Variables - Section B        131          
Table 3.5:  Measurement of Variables - Part 2                                     132 
Table 3.6:  Source of Items Used in the Questionnaire                     134 
Table 4.1:  Frequency Distribution by number of Questionnaires   
Administered and Retrieved according to Organisations    143 
Table 4.2:  Frequency Distribution of Respondents by Socio- demographic 
Characteristics                144 
Table 4.3:   Percentage Distribution of Respondents by Rate of Receiving  
Marketing Message              159 
Table 4.4:    Percentage Distribution of Respondents by Preference Density to 
Marketing Message              161 
Table 4.5:   Frequency Distribution of Respondents by Behavioural 
 Response to Marketing Message          167 
Table 4.6:   Percentage Distribution of Respondents Behavioural Response to 
Marketing Messages by Gender          168 
Table 4.7:   Percentage Distribution of Respondents Behavioural Response to 
Marketing Messages by Age            169 
Table 4.8:        Percentage Distribution of Respondents Behavioural Response to 
Marketing Messages by   Educational Qualification      170 
Table 4.9:        Percentage Distribution of Respondents Behavioural Response to 
Marketing Messages by Occupation                  171 
Table 4.10:   Percentage Distribution of Responses to Promotional  
    SMS Messages                                            172                      
Table 4.11:  Percentage Distribution of Responses to Relational  
    SMS Messages                         173 
Table 4.12:  Percentage Distribution of Responses to Personalization 
 of SMS Messages                         173 
Table 4.13:  Percentage Distribution of Responses to Interactivity  
of SMS Message                        174 
Table 4.14:  Percentage Distribution of Responses to Frequency  
of SMS Message                         175 
Table 4.15:  Percentage Distribution of Responses to Brand Awareness              175 
Table 4.16:  Percentage Distribution of Responses to Intention/Actual  
    Purchase of Mobile Products  176                        
Table 4.17:  Percentage Distribution of Responses to Loyalty      177
Table 4.18:  Percentage Distribution of Responses to Consumer Attitude 
to Mobile Marketing                                   177 
Table 4.19:  Percentage Distribution of Responses to Innovative Factor    178 
Table 4.20:      Percentage Distribution of Responses to Existing Knowledge of 
Mobile Technology (EK) Factor          178 
Table 4.21:      Percentage Distribution of Responses to Attitude towards 
 Advertising                179                         
Table 4.22:      Percentage Distribution of Responses to Privacy and  
Permission Factor              179                      
Table 4.23:      Percentage Distribution of Responses to Perceived  
                        Credibility Factor                                                                               180 
Table 4.24   Percentage Distribution of Responses to Perceived Risk Factor  180                         
Table 4.25:      Percentage Distribution of Responses to Trust Factor              181 
Table 4.26:  Percentage Distribution of Responses to Perceived value Factor  181 
Table 4.27:   Percentage Distribution of Responses to Social Norms Factor    182 
Table 4.28:      Percentage Distribution of Responses to Consumer Satisfaction  183 
Table 4.29:  Respondents View on Challenges in Mobile Marketing  
  Practitioners                183 
Table 4.30:  Respondents’ Opinion on how Organizations using  
Mobile Marketing can Improve on their services      184 
Table 4.31:  Descriptive Analysis of Promotional Variable      185 
Table 4.32:      Descriptive Analysis of Relational Variable  186    
Table 4.33:  Descriptive Analysis of Personalization Variable      186 
Table 4.34:  Descriptive Analysis of Interactivity Variable      187 
Table 4.35:  Descriptive Analysis of Frequency Variable                                     187          
Table 4.36:      Descriptive Analysis of Awareness Variable        188 
Table 4.37:      Descriptive Analysis of purchase intention and Actual purchase   188 
Table 4.38:  Descriptive Analysis of Loyalty Variable        189 
Table 4.39:      Descriptive Analysis for Innovativeness        190 
Table 4.40:  Descriptive Analysis for Existing knowledge of Mobile  
                        Technology      190 
Table 4.4:        Descriptive Analysis for Attitude towards advertising    190 
Table 4.42:      Descriptive Analysis for Privacy and Permission      191 
Table 4.43:      Descriptive Analysis for Credibility                  192 
Table 4.44:      Descriptive Analysis for Perceived Risk        192 
Table 4.45:      Descriptive Analysis for Trust                                           192 
Table 4.46:      Descriptive Analysis for Perceived Value                    193 
Table 4.47:      Descriptive Analysis for Social Norms                              193 
Table 4.48:      Descriptive Analysis for Consumer Attitude towards  
Mobile Marketing                                             194 
Table 4.49:      Goodness of Fit Measures of the Research Models      196 
Table 4.50ai:   Reliability, Average Variance Extracted (AVE) and Correlation  
   Among Constructs in the model          197 
Table 4.51bi:    Factor Loadings of items included in the Model      198 
Table 4.52ci:   Average Variance Extracted (VE) and Squared Multiple  
 Correlations (SMC) of Items in the Model        198 
Table 4.53a:     Regression Weights for test of Hypothesis 1        202 
Table 4.53b:    Standardized Path Coefficients for test of Hypothesis 1    202
Table 4.53c:   Squared Multiple Correlations for test of Hypothesis 1    203 
Table 4.54a:  Regression Weights for test of Hypothesis 2        205 
Table 4.54b:   Standardized Path Coefficient for test of Hypothesis 2    205 
Table 4.55a:  Regression Weights for test of Hypothesis 3        206 
Table 4.55b:   Standardized Path Coefficients for test of Hypothesis 3    207 
Table 4.55c:   Squared Multiple Correlations for test of Hypothesis 3    207 
Table 4.56a:   Regression Weights for test of Hypothesis 4        209 
Table 4.56b:   Standardized Path Coefficients for test of Hypothesis 4    209 
Table 4.56c:   Squared Multiple Correlations for test of Hypothesis 4    209 
Table 4.57:   Summary of Test of Hypotheses Findings        210

LIST OF FIGURES 
Figure 2.1:   Mobile Advertising Value Chain          32 
Figure 2.2:  Framework of Mobile Marketing Environment      41 
Figure 3.1   Stages of Sampling Technique          125 
Figure 4.1  Test of Hypothesis 1              203 
Figure 4.2  Test of hypothesis 2              205 
Figure 4.3  Contribution of Marketing Messages to Purchase Behaviour  207

LIST OF CHARTS 
Chart 2.1:  The Learning Curve              60 
Chart 4.1   Frequency distribution of Respondents by Mobile phone Usage  146 
Chart 4.2   SMS Phone Usage by Gender            147 
Chart 4.3   Voice calls Phone Usage by Gender          148 
Chart 4.4   MMS Phone Usage by Gender          148 
Chart 4.5    Videos Phone Usage by Gender          149 
Chart 4.6    Usage of Mobile Phone News Service by Gender      149 
Chart 4.7   Sports Phone Usage by Gender          150 
Chart 4.8    Facebook Phone Usage by Gender          150 
Chart 4.9   Mobile Web browsing by Gender          151 
Chart 4.10   Mobile Phone Chatting by Gender          151 
Chart 4.11   Mobile E-mail by Gender            152 
Chart 4.12   Voice calls Phone Usage by Age group        153 
Chart 4.13   SMS Phone Usage by Age group          153 
Chart 4.14   MMS Phone Usage by Age group          154 
Chart 4.15  Mobile Phone News Usage by Age Group        155 
Chart 4.16   Mobile Chatting News Usage by Age Group        155 
Chart 4.17   SMS Phone Usage by Occupation            156 
Chart 4.18   Mobile Web browsing Usage by Occupation        157 
Chart 4.19   SMS Service Usage by Educational Background      158 
Chart 4.20   Respondents Preference Density for Marketing Messages   
Ages (15-24)                163 
Chart 4.21   Respondents Preference Density for Marketing Messages by 
Ages (25-34)                          164 
Chart 4.22  Male Respondents Preference Density for Marketing Messages   165 
Chart 4.23   Female Respondents Preference Density for Marketing Messages  166
LIST OF MODELS 
Model 1.1:   Research Hypotheses Model            10 
Model 2.1:  The Consumer Behaviour Model          50 
Model 2.3:      The Perceptual Process            64 
Model 2.4        Stages in Consumer Decision-Making Process      69 
Model 2.5   The Search for Information            70 
Model 2.6   Security Risks in the Business Chain         85 
Model 2.7    Brackett, and Carr (2001) Model of Consumer attitude    
                         toward Web Advertising            89 
Model 2.8  Tsang et al., (2004) Model of Consumer attitude  
                         toward Mobile Marketing            89 
Model 2.9    Haghirian and Madlberger (2005) Model of Consumer Attitude  
Toward Advertising via Mobile Devices        90 
Model 2.10   XU Model of Factors Affecting Attitude and Intention  
toward Mobile  Advertising            91 
Model 2.11   Theory of Reasoned Action             94 
Model 2.12   Theory of Planned Behaviour            95 
Model 2.13  Technology Acceptance Model          96 
Model 4.2   Research Model of the Study            195 

LIST OF APPENDICES 
Appendix 1  Research Questionnaire            274 
Appendix II  Reliability Analysis and Inter-item Correlation of 
Questionnaire Items              287 
Appendix III  Principal Component Analysis of Variables        292 
Appendix IV  Measurement and Structural Model for Marketing  
Messages and Purchase Behaviour Items         303 
Appendix V  Measurement and Structural Model for Factors Influencing 
 Consumer Attitude towards Marketing Messages      308 

LIST OF ABBREVIATIONS  
SMS    =  Short Message Service 
MMS    =  Multimedia Messaging Service 
GSM    =  Global System for Mobile Communications 
GPS    =  Global Positioning System 
MMA    =  Mobile Marketing Association 
WAA    =  Wireless Advertising Association 
PDA    =  Personal Digital Assistant 
IMC    =  Integrated Marketing Communication 
GPRS    =   General Packet Radio Service 
MM    =  Mobile Marketing 

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