Abstract:
This research paper aims to explore a model for multimedia messaging services in
contemporary marketing environment. There are many research studied in foreign countries
regarding Multimedia Messaging service which is applicable to their cultural environment and
context. But in Sri Lanka, there are lack of research studies regarding MMS marketing. This research
study aims to fill this research gap and to establish a new model for the special context. Now-a-days
marketers have reduced the paper advertisement, television advertisement and have shifted to mobile
marketing. Mobile usage is an instant response giver to the marketers by the customers. In this way
new methods of MMS are making business activities very much effective trends than past eras used
on traditional methods. The main purpose of this research paper from the researchers’ point of view
is to develop a model to understand the significant role of MMS in contemporary marketing world.
This research paper explores a model which gives a new insights of multimedia messaging service
connected with marketing aspect to special context through analyzing the past researchers’
conceptual models. This research paper is concluded by citing the past researchers’ models and
suggestions. Finally the researchers have found a new model for a special context
