1st Supervisor: Prof. Dr. Harald von Kortzfleisch (University of Cologne)
2nd Supervisor: Prof. Dr. Hendrik Speck (University of Applied Sciences Kaiserslautern)
Mobile phones have become almost pervasive in modern daily live, they are “always on” and always with us. New technologies adapted to mobile phones allow internet access, location tracking, or bluetooth connection, among others. This has enlarge the variety of options in which the final user can be targeted by a company. While the mobile phone may be perceived as a new effective marketing tool, users might have some reluctance to be available for commercial messages 24/7. This thesis therefore analyse how users perceive mobile marketing, in order to evaluate the current available marketing tools and find out the best practices and methods to be use by the industry in order to target final users.