Mobile Marketing Strategies Research Articles

A STUDY OF DIGITAL MARKETING TRENDS IN INDIA

In order to better understand the shifting landscape of digital marketing trends in India, the goal of this study is to conduct an analysis. Additionally, it provides insights on key changes and new practices that are having an impact on the industry. The purpose of this study is to analyze and evaluate significant trends in digital marketing strategies, platforms, and technologies that have been utilized by businesses in India. For the purpose of carrying out this evaluation, a comprehensive analysis of industry reports, case studies, and the opinions of industry experts is carried out. A number of the most important areas of attention that are now being addressed include the growing significance of mobile marketing strategies, the adoption of data-driven marketing approaches, the advent of influencer marketing, and the expanding value of social media marketing. In addition, the purpose of this study is to analyze the impact that alterations in rules, advancements in technology, and shifting consumer behaviors have had on digital marketing techniques in the Indian market. These findings not only contribute to a more in-depth understanding of digital marketing trends in India, but they also give major insights that can be exploited by firms, governments, and marketers as they navigate the rapidly changing digital world. In other words, the findings of this study offer substantial insights. Keywords: digital marketing, trends, India, social media marketing, influencer marketing, data-driven marketing, mobile marketing, regulatory changes, consumer behavior.

In-App Coupons Versus Group-Coupons: The Impact of Mobile Marketing Strategies on Mobile Application Adoption

Global mobile marketers are intensifying efforts to promote mobile applications, yet little literature addresses the effectiveness of these strategies on consumer adoption. This study investigates the impact of two mobile marketing strategies—in-app coupons and group-coupons—on mobile app adoption, considering the installed user base moderation. Utilizing data from a Chinese shopping mall, this study shows that both strategies can foster adoption, with opposite moderating effects from existing adopters. Two experiments validate social influence and scarcity perception as underlying mechanisms. These findings highlight the dynamic nature of mobile marketing, urging global mobile marketers to consider this in their strategies.

The Impact of Mobile Marketing Strategies on Gen Z Students at Navotas Polytechnic College

The Impact of Mobile Marketing Strategies on Gen Z Students at Navotas Polytechnic College

Effect of Mobile Marketing on Online Purchase Intention in Urban Area

This study aims to investigate the effect of mobile marketing on the online purchase intentions of Nepalese consumers, particularly in metropolitan areas. The study used non-probability convenience sampling to survey 105 consumers who were targeted by companies using mobile marketing for promotions. The data collected was analyzed using descriptive statistics, correlation, ANOVA, two sample tests, and multiple regression. The findings suggest that mobile marketing alerts, information, trust, and relevance have a significant effect on online purchase intention. The study provides useful insights for marketing and branding strategies. 
 Related research has explored the impact of customer satisfaction with online purchases on website continuance intention (WCI) in Qatar, with a focus on the moderating effect of word-of-mouth (WOM) on the relationship between customer satisfaction and WCI. The study found that online shopping is a vital and interesting activity in the Qatari context, and the findings provide useful insights for future studies to explore the effects of COVID-19 on online purchase intentions. Other research has investigated the impact of product-related and social factors on the purchase intention of smartphone buyers in Nepal, as well as the predictive power of demographic factors on the purchase intention of Kosovar citizens. 
 Overall, the findings of this study suggest that mobile marketing can have a significant impact on online purchase intention among Nepalese consumers. Companies can use mobile marketing alerts, information, trust, and relevance to increase their online sales. However, it is important to consider the specific context and cultural factors when developing marketing and branding strategies. Further research can explore the impact of mobile marketing on online purchase intention in other contexts and investigate the effectiveness of different mobile marketing strategies.

Factors Influencing the Use of Mobile Marketing Strategies Among Small-to-Medium Enterprises in New Zealand

Factors Influencing the Use of Mobile Marketing Strategies Among Small-to-Medium Enterprises in New Zealand

Mobile Marketing in Business Sustainability: A Bibliometric Analysis

The rising of mobile marketing in business is gaining attention from the small medium business to corporate level. The purpose of this paper is to review the literature on the topic “mobile marketing” from 2010 to 2020. This study can be used as the benchmarking analysis to obtain deeper understanding about mobile marketing. The study analyzed 373 articles published in Web of Science database that contains more than 20,500 peer reviewed journal. The most influential and highly cited academic papers, universities, countries and peer-reviewed academic journal were considered in this study. This study can provide an overview of the current state of research in mobile marketing strategy and practices. This study can serve as the strategy for potential research in the future and understanding mobile marketing through visualization methods.

The impact of customised mobile marketing on passenger shopping behaviour in the airport terminal

With growing popularity of mobile devices, digital marketing strategies are increasingly important for modern airports. This paper studied context-aware mobile marketing strategies in the airport retail environment. An on-site mobile marketing experiment was conducted at a partner airport to explore how preference and/or location-based mobile coupons could affect passengers’ retail behaviour. Results show that retail shopping became more efficient (less browsing time) with mobile marketing influence, but not necessarily more effective (not higher spending amount). Randomly pushed mobile marketing information is effective in keeping passengers in shops for longer but context-aware mobile marketing is more effective in increasing spending amount.

Towards Modelling the In-Application Mobile Marketing Strategies and Consumers Engagement in Mobile Shopping

The main rationale of this research is the impact of an application of mobile marketing strategies to purchase behaviour and consumers engagement as mediation relations. The study is filling the gaps and enabling this study in Nigeria’s context of both existing evidence and its practical applications. The Role of Contemporary Mobile Marketing Strategies is how businesses deal with their consumers’ needs by using different tools such as Campaigns, Promotions, Vouchers, Feeds. Others created The Role of Contemporary Mobile Marketing Strategies frameworks like the following customer service activities regard for the rights of customers, offering quality services and products, and giving info that's usefulӏ and truthfulӏ. The study uses Cronbach’s alpha to find the reliability of the variables and to test the internal consistency of the variables. The study conducted one pilot study of 30 participants; those are residence people in Nigeria and use the mobile apps for shopping (this group will not be part of the actual data collection).

A Decision Analysis Model for the Brand Experience of Branded Apps Using Consistency Fuzzy Linguistic Preference Relations

Branded apps are not only an important platform for enterprises and customers to have real-time interactions and communicate marketing messages, but also a new business model that encourages value co-creation between the two. In order to explore the impact of branded apps on customers, this study constructs a fuzzy multi-criteria decision making (FMCDM) analysis model, and it uses consistent fuzzy linguistic preference relations (CFLPR) to set up a symmetric pairwise comparison matrix, which greatly reduces the complexity and error rate of calculations. Empirical research findings show that brand experience attributes and the influence of brand experience on customer loyalty and satisfaction can be more accurately measured. As a consequence of this study, we show that, among the brand experience facets of two retail chain branded apps, behavioral experience is the most favored, while affective experience is the least favored. Furthermore, brand attachment and active participation should be strengthened to enhance customer loyalty. Through the analytical model employed in this study, enterprises can regularly monitor changes in the brand experience preferences of branded app users and evaluate app performance to flexibly adjust mobile device-based marketing campaigns and strategies. It can also aid enterprises in using mobile devices effectively to improve customer loyalty and address the issue of diminishing brand loyalty.

패션 제품의 모바일 쇼핑 특성이 충동구매와 구매 후 행동에 미치는 영향-기술수용모델과 소비자 지식을 중심으로-

The purpose of this study was to investigate the effect of the mobile commerce characteristics and consumer knowledge on impulsive purchasing and post purchase behavior of fashion product accepting for Technology Acceptance Model. The subjects for this study were 202 cases and the survey conducted using a questionnaire method. The data were analyzed by frequence analysis, factor analysis, reliability analysis, cluster analysis, t-test, ANOVA, Ducan test and regression analysis using SPSS 25.0 statistical program. The results of this study are summarized as follows: First, the characteristics of mobile shopping for fashion products were extracted from two factors: convenience/easy factor and pleasure factor. Second, groups were classified as high and low knowledge groups based on consumer knowledge of smartphones. Differences by consumer knowledge groups emerged, with high knowledge groups showing higher convenience/easy factor, pleasure factor, impulse buying and repurchase intention compared to low knowledge groups, but regret did not show any difference by group. Third, the difference between groups is that in case of the higher knowledge group, the higher the impulse purchase, the higher regret, the less repurchase intention, on the other hand this relationship did not show in the lower knowledge group. Whereas the high knowledge group, there is no singinifacant effect, the lower knowledge group, the less convenience/easy factor, the high regret. Fourth, according to demographic variables, convenience/easy factor, pleasure factor, impulse buying, and repurchase intention were higher in women than in men, and knowledge of smartphones was higher in men than in women. An additional survey of items with experience in purchasing showed that more than 50 percent of the subjects had experience in purchasing through mobile devices. This results concluded that mobile commerce characteristics and consumer knowledge is a useful variable as an external variable for the Technology Acceptance Model to establish successful mobile marketing strategy.

Relationship between Alternative Choice Heuristics and Shopping Value in Mobile Promotion Redemption for Fashion Products

This study was to examine the relationship between consumer choice heuristic, shopping value in using mobile promotions for fashion products, and to predict the reuse intentions of mobile promotions by impulsive versus non-impulsive purchases. A self-administered questionnaire was developed for measuring choice hueristics, utilitarian and hedonic shopping values, and reuse intentions for monetary and non-monetary promotions. A total of 470 responses were obtained from consumers who had purchase experiences with mobile promotions(e.g., coupon or sales)for fashion products. In redeeming mobile promotion for fashion products, consumer choice heuristic consisted of two factors: price-based heuristic and brand-referral heuristic. Result showed that the choice heuristic factors had a significant effect on utilitarian or hedonic value, leading to reuse intentions of mobile promotions. With regards to purchase situation, sample was classified into two groups (impulse vs. non-impulse). For impulse buying situation, dual path models were suggested: the price-based heuristic increased the shopping values, leading to the reuse intentions for both monetary and non-monetary promotions; and the brand-referral heuristic increased the hedonic shopping value, leading to the reuse intention for non-monetary promotions. For non-impulse buying situation, only brand-referral heuristic had a positive effect on hedonic shopping value, influencing reuse intention for non-monetary promotions. This study discussed a practical implication for effectively managing mobile marketing strategies in the fashion marketplace.

Konsep Augmented Reality Sebagai Pengembangan Pemasaran Pariwisata dalam Menghadapi New Normal Masa Pandemi Covid-19

The use of technology today in various sectors of life is very high, this can also seen from the needs and improvements provided by this digital service. Augmented Reality (AR) is one of the organizations that builds and improves online information today. The Covid-19 pandemic had a considerable effect on the use of this technology with the imposition of large-scale physical distancing, this depends on various sectors that exist today, especially the tourism sector. Therefore, it has a big impact on tourism activities / activities, both on a national and international scale (foreign) who will visit tourist spots / destinations. Augmented Reality has various features that support in various fields, one of which is traveling. The scientific and theoretical studies in this study provide a useful reference source for developers of mobile AR applications, tourism managers, and effective marketing strategies in facing the new normal era today. So that tourism businesses or tourist destinations better understand user preferences for mobile AR applications and others that are able to maintain behavior can still enjoy travel with their impulsivity in the context of tourism as a result.

Mobile Marketing Strategies and Customer Patronage of Mobile Telecommunication Services

This study empirically examines the relationship between mobile marketing strategies and customer patronage of mobile telecommunication services. The study applied a cross-sectional survey design in a structured questionnaire to collect data from 400 accessible telecom subscribers across the 4 major telecom operators which include; MTN, Glo, Aitel, and 9 Mobile. A total of 4 hypotheses were proposed and Spearman’s Rank Correlation Coefficient tool was employed with the help of SPSS version 21.0, in statistically testing them. Findings revealed a positive and significant relationship between the dimensions of mobile marketing strategies and measures of customer patronage. The study, therefore, concludes that mobile marketing is an effective tool in improving purchase intention and referral. Therefore, the research recommends that telecom operators who want to improve patronage of subscribers should adopt mobile websites and SMS marketing; as these tools have been further verified to have a huge capacity to enhance purchase intention and customer referral.

A Comparative Analysis of Mobile Marketing Adoption in the Light of Hofstede's Cultural Dimensions

This study investigates the factors that affect consumers' intentions to adopt mobile marketing and compare these factors between the USA and Jordan in the light of Hofstede's cultural dimensions. The collected data (n=250) were subject to statistical analysis including exploratory factor analysis, multiple regression, and Mann Whitney U test. The results showed that trust, observability and subjective norm, and relative advantage are the main factors affecting consumers' intentions to adopt mobile marketing, and trust had the strongest effect among the factors. Complexity had a positive significant effect only on Americans' intentions to adopt mobile marketing. The intention to adopt mobile marketing was higher in Jordan than that of the USA. The findings of this study provided several theoretical and practical implications and shed light on some factors that marketers may consider in developing their mobile marketing strategies. The study revealed that culture plays a significant role in peoples' technology adoption intentions.

A Framework for Ethical Mobile Marketing

High user involvement with mobile phones presents a lot of opportunities for marketers for sending their promotional campaigns. Campaign relevance, product fit, security, content quality, and timing play important roles in the success of these mobile marketing campaigns. While chasing gets success, marketers also need to ensure that the campaigns remain ethical in the content and delivery, and do not result in irritation or negative sentiments. Right information, privacy, permission-based marketing, avoiding disturbance, and relevance of the product are the issues that need attention from marketers. Ethical issues, which are critical to the mobile marketing strategy, have been outlined in this paper, along with their possible impact. A comprehensive review of the marketing ethics has been done, including the industry standards and mapping of both the marketing and mobile-marketing ethics. A mobile marketing framework has been presented to take care of the ethical challenges, considering both the technological and managerial perspectives.

Personalized mobile marketing strategies

The prevalence of mobile usage data has provided unprecedented insights into customer hyper-context information and brings ample opportunities for practitioners to design more pertinent marketing strategies and timely targeted campaigns. Granular unstructured mobile data also stimulate new research frontiers. This paper integrates the traditional marketing mix model to develop a framework of personalized mobile marketing strategies. The framework incorporates personalization into the center of mobile product, mobile place, mobile price, mobile promotion, and mobile prediction. Extant studies in mobile marketing are reviewed under the proposed framework, and promising topics about personalized mobile marketing are discussed for future research.

Real-Time Push Mobile Marketing Strategy: To What Extent does Time and Relevance Matter?

The ubiquity of the smartphone has proven disruptive. The relevance of this medium can be observed through time spent on mobile media, google mobile search numbers, and direct and indirect sales generated by mobile devices. Consumer expectations of firms have likewise increased, and there is now an anticipation of readily reliable, responsive, and personalized services to support consumers’ everyday activities whenever they need it. Prior research focused on the following themes: mobile marketing strategy, permission marketing, proximity marketing, topicality, and utility. Empirical gaps were identified in the real-time mobile and push mobile marketing domain. A quantitative engaged scholarship research method was utilized to empirically investigate this phenomenon. In partnership with an online information marketplace, an empirical investigation was undertaken via an experiment that used real mobile application users. The empirical findings suggest that unlike traditional mobile marketing, real-time mobile communication to users requires a guided and relevant experience. Failing to engage users with any communication or provide a guided experience on the mobile application is as counterproductive as sending users a push communication that is neither relevant nor in real-time. Also, in certain business contexts, typicality takes priority over the timing of the communication. The study contributes to research by plugging the real-time and push mobile marketing literature gap. Furthermore, the research contributes to practice by providing a push mobile marketing framework for firms seeking to orchestrate a sound push mobile communication strategy. Finally, the study acts as a catalyst to a call for research on the scarcely explored areas of real-time and push mobile marketing to move the field forward.

Develop Mobile Marketing Strategies Today

Nonprofit Communications ReportVolume 17, Issue 3 p. 7-7 Digital Strategy Develop Mobile Marketing Strategies Today Yvette Boysen, Yvette BoysenSearch for more papers by this author Yvette Boysen, Yvette BoysenSearch for more papers by this author First published: 11 February 2019 https://doi.org/10.1002/npcr.31148Read the full textAboutPDF ToolsRequest permissionExport citationAdd to favoritesTrack citation ShareShare Give accessShare full text accessShare full-text accessPlease review our Terms and Conditions of Use and check box below to share full-text version of article.I have read and accept the Wiley Online Library Terms and Conditions of UseShareable LinkUse the link below to share a full-text version of this article with your friends and colleagues. Learn more.Copy URL Share a linkShare onFacebookTwitterLinkedInRedditWechat No abstract is available for this article. Volume17, Issue3March 2019Pages 7-7 RelatedInformation

New mobile marketing strategy in the context of target markets and target audience

New mobile marketing strategy in the context of target markets and target audience

Research on Lean Marketing Management of Mobile Games

The mobile gaming industry has become more popular in the near future, and mobile game products of hundreds of millions of users have repeatedly appeared. At the same time, the internal and external marketing environment of the mobile game industry is undergoing many dramatic changes. The emergence of emerging channels and the diversification of advertising products have placed higher demands on the marketing links of mobile game distribution. Under the complicated market competition pattern, exploring the new era of mobile game marketing strategy has become a top priority for mobile game industry managers. This thesis sorts out the theory of lean manufacturing and lean management, builds a lean ideology system, and explores the introduction of “lean marketing” derived from the above theory into the mobile game industry marketing theory, and expands the application scope of lean marketing theory. Based on this, the domestic mobile game industry under the guidance of lean thinking, clears user needs, leanly matches user groups, and strives to eliminate non-value-added activities and wasteful behaviors in marketing activities, rationally selects channels, accurately places advertisements, and continuously optimizes feedback. Help the original mobile game marketing to be lean and professional.