Document Type : Original Article
Department of Information Technology, Faculty of Industrial Engineering, K. N. Toosi University of Technology, Tehran, Iran
Science and Research Branch, Islamic Azad University, Tehran, Iran
The purpose of this paper is to investigate the effective factors in accepting marketing through mobile social media by end users. The research method, is descriptive-survey and the research type is practical based on the research purpose. The statistical population of this study is the online customers of mobile phones from the Mobile Online website in 2019. Infinite population (384) was selected as statistical sample according to Cochran formula. Data collection was accomplished through questionnaire which involves 25 questions. The reliability of the questionnaire using Cronbach's alpha coefficient was 87%, which indicates an appropriate reliability. The results showed the importance of the effective factor of profitability on the attitude towards mobile marketing and the orientation towards mobile marketing on mobile marketing activities is significant.