Mobile Market Research Articles

Logistics challenges in used car maritime traffic from Europe to west Africa

This paper addresses the main logistics challenges in used car maritime traffic from Europe to West Africa. Thus, the methodology (quantitative and qualitative) analyses data from the International Organization of Motor Vehicle Manufacturers (OICA), from 2015 to 2023 of government and port authorities to show the importance of used car market for mobility and socioeconomic activities. This is supplemented by surveys based on direct observation in the field, questionnaires and interviews involving in Europe 55 stakeholders and 127 in Africa. The results demonstrate that cars used and their parts, but not wrecks, are essential for motorization in West Africa. A pre-export process needs to be set up to ensure that exported vehicles are parked in better condition to meet the required common environmental standards for sustainable mobility.

The Effect of Digital Marketing-Upgrading and Product Virality on the Sustainability of MSMEs

This study aims to understand the role of consumer behavior in mediating the influence of virality, digital marketing, and product enhancement on the desires of MSMEs in East Java. This study expands our understanding of the impact of digital marketing, product enhancement, and virality on the desires of MSMEs in East Java, focusing on diverse consumer behavior. With a quantitative approach, this study uses a survey method with a questionnaire as the main instrument, involving 160 respondents from various cities in East Java, including Surabaya, Malang, and Mojokerto. The variables explained include digital marketing (X1) consisting of social media indicators, websites, and mobile marketing; product enhancement (X2) such as product quality and innovation; and virality (X3) which includes content creativity and the use of influencers. Consumer behavior (Y) focuses on satisfaction, loyalty, and interest, as well as MSME desires (Z) which are measured through profitability and public acceptance. The results of the analysis show that digital marketing has a positive effect on consumer behavior, which has an impact on increasing customer loyalty and satisfaction. In addition, product enhancement and virality significantly affect the desire of MSMEs, with consumers more interested in modern and popular products.

Scenario-Based Analysis of Electrification Effects on Value Creation and Employment Structures for the Automotive Industry in the Federal State of Baden-Wuerttemberg, Germany

The transformation path to electric mobility will have fundamental impacts on the existing value chain and employment structures in the automotive industry. The purpose of this paper is to derive and examine these effects based on two different electric mobility market scenarios for the European (EU27) passenger car as well as truck market 2040 with special focus on the highly export-oriented industrial automotive cluster in Baden-Wuerttemberg. To achieve this, both a moderate and a progressive market scenario were simulated using the scientifically validated DLR VECTOR21 vehicle technology scenario model, based on two different parameter sets derived from actual and possible framework conditions on the European car and truck markets. Based on a detailed analysis of the industrial branch, value creation, and employee structure in Baden-Wuerttemberg and its automotive cluster, the effects resulting from the transformation to electric mobility will be displayed. With detailed Fade-In and Fade-Out analysis, the shifts from internal combustion engine components to electrified components will be derived and illustrated for each employee segment in the automotive cluster in Baden-Wuerttemberg, which leads to completely new and original results at this level of detail. Furthermore, the detailed display of the automotive cluster in this study allows for regionalized statements on employment effects, considering, for the first time, not only the car but also the truck segment. The analysis shows that battery electric vehicles will achieve a share of 34% or 57% for new registrations on the German car market in 2030, depending on the scenario framework conditions. The resulting employment effects for the entire automotive cluster in Baden-Wuerttemberg reach −37,000 (−8%) or −66,000 (−14%) by 2030 with further negative development until 2040 (−155,000, −30%) for the respective scenarios. Employment segments, in particular powertrain-dependent production employees, are at risk, with a potential decline of up to −60%. R&D employees could be also be significantly, affected with a reduction in workforce of about −50%.

Developing a Mobility as a Service Status Index: A Quantitative Approach Using Mobility Market and Macroeconomic Metrics

Developing a Mobility as a Service Status Index: A Quantitative Approach Using Mobility Market and Macroeconomic Metrics

Digital media ecosystem: a dimensional analysis according to the criteria of specialists

Digital marketing plays an important role in achieving organizations' strategies. This article aims to identify the elements and resources capable of configuring a digital media system that increases the effectiveness of commercial strategies. The present study was a non-experimental cross-sectional study. The empirical method used was data collection with an instrument structured by 5-option Likert scales. The survey was applied to 273 specialists. The statistical procedure used to measure the quality of the model was reliability analysis and factor analysis. The elements most recommended by experts in each digital channel were defined. It is concluded that a digital media ecosystem is formed by social networks, paid advertising, mobile marketing, organic positioning, social media, email marketing, and websites.

Gauging the impact of M-marketing capabilities on perceived sales performance of organization

The aim of this study to address the purposeful question for the managers and researchers is how organizational resources through mobile marketing (M-marketing) capabilities can improve sales performance of organizations. The study considered training, internal marketing, organizational culture and product-related knowledge as organizational resources that enhance perceived sales performance through different M-marketing capabilities like accessibility, cost saving and quick decision making. This research incorporated dynamic capability and resource-based view (RBV) theories to construct the research model. 396 responses were received from SMEs employees from ten big cities of Pakistan and structure equation modelling used to examine the research model. Findings showed that the organizational resources (training, internal marketing, organizational culture and product-related knowledge) and M-marketing capabilities (accessibility, cost saving and quick decision making) significantly impacted the PSP. M-marketing capabilities significantly partially mediate among the relationships of organizational resources and PSP.

A qualitative study to explore the drivers, perceived benefits, and barriers of mobile marketing adoption – the case of Mauritius

Abstract This qualitative study explored the factors affecting mobile marketing acceptance and adoption. Unlike existing studies that investigated the mobile marketing adoption factors from the end users’ perspective, this study has explored the challenges, opportunities, and implications of the state of art of mobile marketing from a multi-stakeholders’ perspective. To achieve the study’s objective, primary data were collected through a focus group meeting among several stakeholders. Findings revealed that many businesses acknowledge its strategic importance for their growth and sustainability although mobile marketing in Mauritius is still at an infant stage and has a promising growth. These exploratory results have important implications for policymakers, managers, and digital marketers of diverse sectors to promote the adoption of mobile marketing in Mauritius. The unique novelty of our study reinforces the new theoretical lens on the concept of mobile marketing despite diverse research studies in this field in both developed and developing states.

An Examination of Digital Marketing as a Tool to Enhance Customer Engagement in the Hotel Industry: A Case Study of the Western Province, Sri Lanka

Purpose: In the digital age, marketing strategies are crucial for engaging customers. This study aims to evaluate how digital marketing enhances customer engagement in the hotel industry, focusing on Western Province in Sri Lanka. This study's primary objective is to assess the impact of digital marketing to enhance customer engagement in the hotel industry in Western Province, Sri Lanka. The study focuses on the influence of social media marketing, content marketing, and mobile marketing on customer engagement. Design/methodology/approach: This quantitative study analyzes digital marketing's impact on customer engagement using data collected through an online survey with a structured questionnaire. Multiple regression analysis was employed to test three hypotheses and identify key factors influencing customer engagement in the hotel industry. Findings: According to the findings, this research shows the relationship between digital marketing and customer engagement in the hotel industry. Therefore, from this study, social media marketing and customer engagement has positive relationships, Content marketing and customer engagement has positive relationships and finally Mobile marketing, and customer engagement have positive relationships. Originality: The findings offer valuable insights for Sri Lanka's hotel industry, aiding managerial decisions and optimizing digital marketing strategies. The study emphasizes effective marketing strategies, understanding local audience preferences, and the importance of feedback for continuous improvement. Implications: This study offers valuable insights into Sri Lanka's hotel industry, aiding managerial decisions and providing essential tools for digital marketing. It highlights effective strategies and local audience preferences, supports customer segmentation for personalized marketing, and underscores the significance of feedback for ongoing improvement in digital marketing strategies.

Effectiveness of digital advertising in Kathmandu Valley

This study examines the effectiveness of digital advertising in Kathmandu Valley. Consumer purchase decision is selected as the dependent variable. Similarly, digital advertising, email marketing, social media marketing, mobile marketing and blog are selected as independent variables. The primary source of data is used to assess the opinions of the respondents regarding effectiveness of digital marketing on consumer buying behavior in Kathmandu Valley. This study is based on primary data with 122 observations. To achieve the purpose of the study, structured questionnaire is prepared. The correlation coefficients and regression models are estimated to test the significance and importance of digital advertising on consumer purchase decision in Kathmandu Valley. The study showed that digital advertising has a positive impact on consumer purchase decisions. It means that better digital advertising leads to increase in consumer purchase decisions. Similarly, email marketing has a positive impact on consumer purchase decisions. It indicates that increase in email marketing leads to increase in consumer purchase decisions. Moreover, social media marketing has a positive impact on consumer purchase decisions. It means that increase in social media marketing leads to increase in consumer purchase decisions. Likewise, mobile marketing has a positive impact on consumer purchase decisions. It shows that the increase in mobile marketing leads to increase in consumer purchase decisions. Further, blog has a positive impact on consumer purchase decisions. It shows that uniqueness in blog leads to increment in consumer purchase decisions.

FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUASAN NASABAH BSI MOBILE

This research was conducted with the aim of examining the impact of E-SERVQUAL variables on the level of satisfaction of BSI Mobile users in the Special Region of Yogyakarta Province. The method applied used the E-SERVQUAL model with the addition of responsiveness as a differentiating factor. The population of focus in this study consisted of active BSI Mobile users in 2022, totaling 82,244, while a sample of 200 BSI Mobile users scattered across the Special Region of Yogyakarta Province was selected. The approach used was quantitative descriptive, and the analysis was carried out using the SEM (structural equation model) method with the software SmartPLS 3.0.The research results indicate that reliability, fulfillment, and responsiveness have a significant impact on the level of satisfaction of BSI Mobile users. On the other hand, efficiency and security/privacy do not have a significant impact on the satisfaction of BSI Mobile users. The theoretical implications of this research are an enhancement of our understanding of the factors influencing the satisfaction of BSI Mobile users, especially in the context of Mobile banking services, from an academic perspective. On the practical side, the findings of this research can be considered in formulating BSI Mobile marketing policies.Keywords: E-Servqual; Cotumer Satisfaction; BSI Mobile

An Analysis of the Use of Autonomous Vehicles in the Shared Mobility Market: Opportunities and Challenges

An Analysis of the Use of Autonomous Vehicles in the Shared Mobility Market: Opportunities and Challenges

Gender compositions of occupations and firms jointly shape switches from gender-atypical towards more gender-typical positions

ABSTRACT Research on sex segregation in the labor market has repeatedly found that women and men are more likely to exit from occupations and firms in which they are the numerical minority and subsequently seek positions that are more represented by their gender. However, this research looked at mobility either across occupations or across firms, leaving unclear how the simultaneous exposure to gender compositions of occupations and firms shapes attrition from gender-atypical positions. We draw on linked employer-employee register data from the German social security insurance system (SIEED, 2012-2018) to highlight that some occupations can be found in firms with various gender compositions, indicating that gender compositions of occupations and firms do not always align and thereby may independently affect mobility. Conditional relative risk ratios for mobility between gender-typed occupations and firms reveal substantial switches from gender-atypical towards more gender-typical positions. This gendered labor market mobility is most pronounced for men across occupations. For women, gender compositions of firms drive not only mobility across firms but also switches out of gender-atypical occupations. Our findings underscore that gender compositions of occupations and firms jointly shape attrition from gender-atypical positions, which ultimately perpetuates labor market segregation.

Mobile Marketing Training towards Increasing Business: A Case Study of Agri-Food Micro-Enterprises

Mobile Marketing Training towards Increasing Business: A Case Study of Agri-Food Micro-Enterprises

Modern development trends of marketing technologies in Ukraine

Introduction. The modern stage of the development of the Ukrainian economy requires a constant search for the latest business tools and technologies. Technologies for promoting products and services to the market are gaining special relevance. Marketing activity requires creativity, new ideas and new innovative technologies. The purpose of the paper is to analyze modern marketing technologies used in Ukraine and to identify the main trends in their development. Results. Since the beginning of the 21st century, marketing concepts have undergone significant changes due to globalization, the spread of remote services, economic crises, and changing consumer preferences. Well-known marketers predicted a transition from traditional marketing technologies to new tools, an increase in the quality of goods, an individual approach to customers and a systematic approach to the organization of companies. In 2024, in Ukraine, we highlight the following groups of marketing technologies: use of the latest IT for advertising, information collection and analysis technology, focus on consumer identity, data protection, and innovations in communications. In particular, mobile marketing is gaining popularity due to the growing number of smartphone users, the active use of video content, and the involvement of bloggers and influencers. An important role is played by social networks, which integrate with e-commerce, facilitating shopping directly through social networks. Artificial intelligence technologies contribute to deep personalization and automation of marketing processes, and voice search stimulates the adaptation of content for conversational search. Custom content and socially responsible marketing increase brand authenticity. Considerable attention is paid to privacy and data protection. Innovative technologies such as AR and VR are changing the perception of information, creating new opportunities for interaction with customers. Conclusions. The development of digitalization in Ukraine and the world introduces new trends in the marketing activities of enterprises. Traditional technologies are being replaced by digital technologies that are more progressive and convenient for consumers. At the same time, enterprises should be clearly aware of the need to segment the market and identify customers who are ready to accept new trends in the use of modern, innovative marketing technologies. The further development of the enterprise depends on the thoughtful work of marketers and correctly defined marketing technologies.

Operation Model Based on Artificial Neural Network and Economic Feasibility Assessment of an EV Fast Charging Hub

The energy transition towards a low-emission matrix has motivated efforts to reduce the use of fossil fuels in the transportation sector. The growth of the electric mobility market has been consistent in recent years. In Brazil, there has been an accelerated growth in the sales rate of new electric (and hybrid) vehicles (EVs). Fiscal incentives provided by governments, along with the reduction in vehicle costs, are factors contributing to the exponential growth of the EV fleet—creating a favorable environment for the dissemination of new technologies and enabling the participation of players from sectors such as battery manufacturing and charging stations. Considering the international context, the E-Lounge R&D joint initiative aims to evaluate different strategies to economically enable the electric mobility market, exploring EV charging service sales by energy distribution utility companies in Brazil. This work describes the step-by-step development of an ideal model of a charging hub and discusses its operation based on a real deployment, as well as its associated technical and economic feasibility. Using EV charging data based on the E-Lounge’s operational behavior, an artificial neural network (ANN) is applied to forecast future energy consumption to each EV charging station. This paper also presents an economic analysis of the E-Lounge case study, which can contribute to proposals for electric vehicle charging ecosystems in the context of smart energy systems. Based on the operational results collected, as well as considering equipment usage projections, it is possible to make EV charging enterprises feasible, even when high investments in infrastructure and equipment (charging stations and battery storage systems) are necessary, since the net present value is positive and the payback period is 4 years. This work contributes by presenting real operational data from a charging hub, a projection model aimed at evaluating future operations, and a realistic economic evaluation model based on a case study implemented in São Paulo, Brazil.

A two-stage game-theoretical framework for Pricing & Management problem of shared mobility in a competitive market

ABSTRACT With the global proliferation of shared mobility systems, the vehicle-sharing market has witnessed an influx of companies and investors, thereby intensifying competition and potentially leading to suboptimal decision-making. Consequently, there is a pressing need for a modelling framework that specifically addresses operational and strategic-level policy design for multiple vehicle-sharing companies in a competitive market. In this study, we develop a two-stage game-theoretical framework to simulate the competitive process between multiple vehicle-sharing companies, facilitating their business decisions regarding pricing and management (P&M) problem, where management mainly include service area design, vehicle deployment, redirecting, and rebalancing. In the first stage of the framework, two companies operating under the same shared mobility service form a strategic alliance to compete against another vehicle-sharing service. Subsequently, in the second stage, these two companies engage in competition to maximise their individual profits. Based on the factors such as generalised travel cost, average acceptance level and vehicle availability, the competition process of each stage is formulated as a generalised Nash equilibrium problem. A linearisation method is employed for solving the equilibrium solution. Finally, we apply our proposed models to various vehicle-sharing systems and application scenarios to demonstrate their applicability. The numerical results illustrate that our model assists companies in making rational management decisions amidst intense competition while also revealing market competition landscape of vehicle-sharing systems based on different travel distances in the shared mobility market.

Impact of E-Marketing on Book Purchase Tendencies: An Empirical Study on University Undergraduate Students

Purpose: This study investigates the effects of e-marketing on customer behaviour in book purchases regarding e-mail marketing, social media marketing, and mobile marketing. It also examines the factors influencing the book-purchasing decision and how each e-marketing channel affects customer behaviour. These findings will be essential context for book industry marketers and stakeholders.Methodology: This quantitative analysis was drawn from survey data in which 205 university undergraduate students from 3 public universities were participated. It is designed to determine the customer's level of acceptance of this or that e-marketing strategy. Regression analysis has been employed to test the relationship between e-marketing strategies and book-buying behaviour, and cross-tabulation has been used to detect demographic patterns.Findings: Unlike social media and mobile marketing, e-mail marketing does not affect consumers' intent to purchase books. Regression analysis shows the significance of concentrated marketing campaigns in influencing consumer behaviour.Practical Implication: The study's insights might help those in the book sector improve their online advertising campaigns. Opportunities in the digital book market are increasing, and publishers and merchants may exploit them by targeting specific customer categories with tailored content.Originality: This study contributes to the existing literature by highlighting the different e-marketing strategies that affect people's decisions to buy books and the demographic factors that play a crucial role in creating these effects.

The mediating roles of customer evaluation and user motivation in the effect of mobile marketing on customer engagement

This study mainly aims to investigate the mediation effects of user motivation and customer evaluation regarding the effect of the perception related to mobile marketing applications on customer engagement. The recommended conceptual model is tested by collecting data from 627 mobile application users living in Istanbul via an online survey. This study reveals that perceived advantage and perceived challenge positively affect the four dimensions of customer engagement, which are co-developing, influencing, augmenting and mobilizing behaviours and also with domain-specific interest, need for cognition and cognition satisfaction, perceived enjoyment, and perceived control positively affect customer engagement, and mediate the relationship of the perception related to the mobile marketing applications with customer engagement. It has significantly contributed to understanding customer behaviours against the technological features of mobile applications.

Improving repurchase behaviour based on relationship marketing: evidence from the message framing of airline in China

ABSTRACT Short Message Service (SMS) marketing, as one of mobile marketing, has been a prominent marketing approach in the service business, particularly in airlines. However, for member groups with a social identity, how to send SMS to promote repurchase behaviour of members? This question is what current research tries to explore. A large field experiment involving 200,000 active members of an airlines was conducted to validate the message framing proposed in this study. Specifically, based on the message framing, we applied 2 promotional SMS (With identity vs. Without identity) x 2 Purchase intention (High vs. Low) and 2 promotional SMS (Feasibility vs. Desirability) x 2 Purchase intention (High vs. Low) between-subjects experimental design and a control group with general reminder messages in a ‘Member Day’ promotion. By analyzing 188,627 respondent’s actual repurchase data, the result shows that the framing effect between with-identity or feasibility messages and high purchase intention significantly positively impacts members repurchase behaviour. In contrast, the effect between without-identity or desirability messages and low purchase intention has no influence. Furthermore, the moderation effect of members’ features on the framing effect has also been discussed. This study has theoretical and practical guidance for the research on relationship marketing, membership management, and loyalty programmes.

Exploring the impact of mobile marketing tools on the purchase intention of iberian consumers

Mobile devices have become an integral part of our daily lives, and people use them for numerous activities, including shopping. As a result, businesses must utilize mobile marketing tools to communicate with their customers and offer personalized and differentiated products. Mobile marketing employs various tools such as location-based services, mobile applications, and mobile e-mail to attract customers and stimulate their interest in purchasing a particular product. This research seeks to identify the mobile marketing tools that influence the Iberian consumer's purchase intention. The study collected data through a questionnaire from Iberian consumers using a non-probabilistic convenience sample. The study results showed that a positive attitude towards mobile marketing is a significant factor that influences the purchase intention of a product or service. The study also revealed that location-based services and mobile applications are the most effective tools in creating a favorable attitude towards mobile marketing and, consequently, the intention of Iberian consumers to purchase a product or service. This investigation aims to provide organizations and researchers with know-how on mobile marketing and the Iberian consumer's purchase intention so that they can make better decisions and encourage further research.