Social determinants of cell-phone market with customer value expectation approach

Abstract

Background: The aim of this study was to provide a model of social determinants of cell-phone marketing with customer expected value approach. Methods: A mixed-method was used to identify the social components and indicators of the cell-phone marketing. The study population included marketing experts and professors in the qualitative section and managers and senior managers of marketing managers in the quantitative section. The sample size was 10 experts of marketing management in the qualitative section, and 384 people in qualitative section. To collect data, a semi-structured interview in the qualitative section and a questionnaire in the quantitative section were used. Construct validity using confirmatory factor analysis in SmartPLS software and its reliability was confirmed by using Cronbach's alpha coefficient in SPSS software. To analyze the data in the qualitative section, MAXQDA software was used. Confirmatory factor analysis and structural equation modeling tests were used to confirm the components and present the model in Smart PLS software. Results: Game making and advertising had a significant effect on consumer behavior, social media and expected value. The results showed that the components of consumer behavior, social media and expected value had an impact on the promotion of cell-phone marketing through the quality of customer journey from beginning to end. Conclusion: By identifying opportunities and threats, as well as identifying organizational strengths and weaknesses, with the help of web marketing and marketing through applications, recognizing customer needs and demands, obtaining information about user behavior, creating a suitable platform for easy connection and easy access.