Journal ArticleDOI
Innovative mobile marketing via smartphones
Ajax Persaud,Irfan Azhar +1 more
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TLDR
In this article, the authors investigate consumers' willingness to accept marketing through their smartphones and find that consumers' shopping style, brand trust, and value are key motivations for engaging in mobile marketing.Abstract:
Purpose – Smartphone adoption by consumers is increasing exponentially, and presents marketers with many new opportunites to reach and serve customers. However, are consumers ready for mobile marketing through their smartphones? This study aims to investigate consumers' willingness to accept marketing through their smartphones.Design/methodology/approach – The study is based on an online survey of 428 respondents. The data is analyzed through ANOVA and regression analysis.Findings – The results indicate that consumers' shopping style, brand trust, and value are key motivations for engaging in mobile marketing through their smartphones. Further research should focus on specific tactics marketers use to engage customers beyond marketing messages, that is, how they engage customers in dialogue to build relationships, encourage purchases and build loyalty. This could reveal how customers really want to engage in mobile marketing.Research limitations/implications – This research adds to the growing body of evi...read more
Citations
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Enhancing the flow experience of consumers in China through interpersonal interaction in social commerce
TL;DR: The results indicate that interpersonal interaction factors positively relate to flow experience and subsequently influence purchase intention and also find differences between young and old users in this area.
Journal ArticleDOI
Consumer attitudes towards mobile marketing in the smart phone era
TL;DR: It is suggested that as consumers move from earlier generation mobile technologies to smartphones the frequency with which they use their phones for all functions increases significantly, Nevertheless, they remain resistant to mobile marketing communications and generally regard text messages as intrusive.
Journal ArticleDOI
The effect of mobile retailing on consumers' purchasing experiences
TL;DR: The aim of this paper is to understand the extent to which mobile technologies have an impact on consumer behaviour, with emphasis on the drivers motivating consumers to adopt the consumer experience of mobile shopping, and investigate the impact of mobile technologies on consumer dynamics.
Journal ArticleDOI
Mobile shopping: a classification framework and literature review
TL;DR: In this paper, the accumulated knowledge about mobile shopping (m-shopping) as revealed in the present literature regarding retail is classified and organized, consisting of three categories: online distribution channels, advanced technology for in-store shopping, and technology perspectives.
Journal ArticleDOI
Predicting smartphone brand loyalty
TL;DR: The results indicate that functional value, emotional value, social value, and brand identification have a positive influence on smartphone brand loyalty and gender does not play a moderating role in the determination of smartphone brand Loyalty.
References
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The Commitment-Trust Theory of Relationship Marketing
Robert Morgan,Shelby D. Hunt +1 more
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