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A multivariate explanatory study into the factors that affect consumers' attitudes, intentions and engagement with indirect mobile marketing.

A dissertation submitted by:

Phil Hudson
BA (Hons) Marketing The Media School Bournemouth University 2012 - 2013 Word count: 9992

I

Dissertation Submission Form with Author’s Declaration This form must be fully completed and submitted to the Media School Student Support Reception with 2 copies of your bound dissertation/project. Incomplete submissions will not be accepted. Full Name: Phil Hudson Student ID Reference No: 4229546 Programme: BA (Hons) Marketing Submission Date: …………………………………………………… I declare that this dissertation/project is all my own work and the sources of information and the material I have used (including the internet) have been fully identified and properly acknowledged. Student signature ……………………………………………………… Contact Details Please ensure that details of your contact address for future correspondence and information regarding graduation are up-to-date via the log-in page of the student portal: http://studentportal.bournemouth.ac.uk/log-in/?srclnk=123home Access Permission to the Dissertation I approve the use of my dissertation/project as a reference text for future students on the following basis: Public Access (freely available) Confidential (permission of author required) Strictly Confidential (not available for reference under any circumstances) Yes / No Yes / No Yes / No

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A multivariate explanatory study into the factors that affect consumers' attitudes, intentions and engagement with indirect mobile marketing.

A dissertation submitted by:

Phil Hudson
BA (Hons) Marketing The Media School Bournemouth University 2012 - 2013 Word count: 9992

III

Abstract This paper studies mobile users aged eighteen or over, explaining the

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