The tremendously increased in mobile phone users and penetration rate has made mobile marketing getting popular among marketers but the consumers’ acceptance of mobile marketing is still remain unexplained. This paper proposes to study factors influencing consumers’ intention to use mobile marketing. In order to accomplish this objective, this study utilizes the theory of reasoned action as a foundation in developing the theoretical model. The aim of this paper is to explore the use of TRA in explaining the role of attitude towards behavioural intention to use mobile marketing. This study has proposed to decomposed theory of reasoned action by decomposing attitudinal beliefs. Constructs affecting the attitude and consumers’ intention are discussed and relevant propositions are made. The proposed model can sheds light on the importance of attitude in determining the behavioural intention to use mobile marketing and will aid managers understand the effect of attitude and in identifying the specific antecedents of attitude that may influence consumers’ acceptance of mobile marketing.
