Research on mobile marketing services is very paramount and helps to explain the acceptance as well as the understanding of the actual usage level of mobile marketing services. Most past studies have focused only on explaining intentions and generally assuming that they are good predictors of behaviour. Thus, there is still a lack of research to explain the acceptance of mobile marketing and the understanding of customer's usage behaviour of the technologies. Due to the high cost of developing the infrastructures in the telecommunication industry there is need for this study to bridge the gap in mobile marketing. This study proposes a framework by decomposing attitude and further focused on perceived usefulness, perceived ease of use, perceived compatibility, perceived image and personal innovativeness. In all, 334 full-time university students from four public universities in the Northern Region, Malaysia have participated in this study. Self-administered survey questionnaires were utilized to collect data, which was subsequently analyzed using Structural Equation Modelling (SEM). The study revealed that intention to use and attitude to using mobile marketing services positively and significantly affect the actual usage of mobile marketing services. Perceived image of using mobile marketing services had a significant and positive relationship on attitude towards using mobile marketing services. and finally, personal innovativeness and attitude showed no significant effect on attitude towards using the technology. Based on the results, the model provides unique insights on the factors that influenced the intention to use and the actual usage of mobile marketing services and suggestions for future studies.