The impact of mobile phone channels on brand awareness and brand choice

Abstract

Due to the continuous technological advancement, mobile phones have become one of the most used tools among users around the world. Mobile phones now are more attractive and used by individuals than ever before (Green, 2003). Mobile marketing is a multi-way communication that enables the business to directly promote and engage with the customer (Nysveen, 2005). The focus of this paper is to examine the impact of mobile phone channels on brand awareness and brand choice. A conceptual model has been developed with 15 hypotheses. The channel members considered in this research are SMS marketing, email marketing, content marketing, in-app-marketing, games-based marketing, video marketing and social media marketing. A quantitative research method will be employed. Data will be collected from 250 to 300 targeted participants. It’s expected that mobile marketing channels have an impact the brand awareness and brand choice.