Consumer rights in Iran’s telecom: Investigation effective drivers on permission base mobile marketing

Abstract

Nowadays the SMS advertisements in Iran are sent without observing the regulations which protect the consumer rights; this practice has proved to be a major annoyance to Iranian mobile users. In this paper, the factors which need to be examined before gaining mobile user’s permission were evaluated. The hypothesized model is empirically tested using data collected from a survey in Tehran theater-e-shahr audiences. Structural Equation Modeling (SEM) was used to evaluate the causal model and Confirmatory Factor Analysis (CFA) was performed to examine the reliability and validity of the measurement model. It is concluded that mobile marketing experience extremely affects the process of getting mobile users’ permission.