MOBILE MARKETING IN CONSUMER MARKET

Abstract

This dissertation aims to examine the theoretical and empirical foundations of the mobile marketing phenomenon. While numerous studies have yielded important insights into this topic, the existing mobile marketing literature appears to be inconsistent and somewhat fragmented. With the help of two action research projects, interviews of mobile marketing practitioners, and an online survey, this study aims to contribute to our understanding of the nature of mobile marketing communications in consumer markets. This thesis and research study is based on mainly five objectives. The first objective gives the background of the study and current state of mobile marketing research based review and an analysis of extant literature that focuses on mobile (or wireless) applications aimed at marketing or advertising. Various definitions of mobile marketing are evaluated and a more technologically-agnostic definition is provided. The second objective presents a framework of the mobile marketing communications environment that delineates how mobile marketing should be integrated into a company's integrated marketing communications strategy. So an action was developed for a textile company with a name of SADIA LAWN, we developed a BTL and mobile marketing campaigns and integrated in company’s overall marketing strategy. Further more the research paper is divided into two parts first is interviews from companies executives total 15 interviews were conducted and in second research part the online survey was conducted on the website www.JEXMARKETING.com. Comprehensive overview of divergent mobile marketing activities is provided, along with representative examples derived from popular press. In addition, a detailed description of mobile marketing campaign planning and its implementation process is provided. The third objective provides a conceptual model of the relationships between interactive integrated marketing communications and database management in a mobile context. The results from empirical research suggest that consumers are willing to participate in Short Message Service (SMS) marketing but it depends on relevance of message. The fourth and fifth objective utilize data collected by means of an online survey (n = 150) and examine the factors associated with consumers' intention to receive mobile advertising messages and responses to SMS direct-response campaigns. The results suggest that consumers' intention to receive mobile advertising messages is related to the relevance of the message, permission to receive mobile advertising messages, the benefits of receiving the message and the privacy of personal data. In addition, the results suggest that women and men differ significantly in their responses to SMS call-to-action campaigns, consumers aged 21-37 years are most likely to respond to SMS call-to-action in different competitions, and that employment status has a substantial impact on consumers' SMS campaign activity. Overall, this thesis provides a conceptual and theoretical foundation intended to guide research efforts focused on mobile media and to aid practitioners in their quest to achieve mobile marketing success. Keywords: action research, Integrated Marketing Communications, mobile advertising, mobile commerce, mobile marketing, mobile marketing communications, structural equation modeling