Evaluating Musculoskeletal Complications Among Individuals With Diabetes Mellitus

Dr. Simran Maheshwari; Dr. Subhan Quraishi; Dr. Babita Ghodke

Volume : II, Issue : III, March - 2013

Evaluating Musculoskeletal Complications Among Individuals With Diabetes Mellitus

Dr. Simran Maheshwari, Dr. Subhan Quraishi, Dr. Babita Ghodke

Abstract :

Mobile advertising is an attractive media option used by many firms for directly communicating with consumers who have become busier and more difficult to reach. The current research aims to understand consumers� acceptance of mobile advertising that is available to consumers owning mobile phones. The study tries to find out the factors that affects consumers� acceptance of mobile advertising and also identifies the type of consumers who accept mobile advertising in Indian context. It was found that message credibility, consumer perception of message customization, message content, and consumer�s ability to use mobile phone positively influence their attitude towards acceptance of mobile advertising. But consumer inertia negatively influence consumer mobile advertising acceptance. So companies need to focus on these factors before using mobile advertising as their communication medium to consumer. Companies need to locate the right consumer who accepts mobile advertisings and who can be pursued for future product purchase.