Abstract:
Due to the advancement in technology and adaptability of smartphones increasing day by day. It became an opportunity for retailers to approach their customers through new marketing strategies which are related to smartphones. But the main point which needs to be considered is consumers ready for mobile marketing via their smartphones? The objective of this study to recognize a fact that whether consumers are acknowledges to accept the new marketing strategies via their cell phones. This study is based on online survey of 230 respondents in Pakistan. In this research the data is examined through anova, regression analysis and also with the help of reliability analysis it explained how reliable are the items in variable, which has a direct impact on mobile marketing. On the basis of collected data the results demonstrate that purchase intention, education and gender reliability are the key factors for inspiring customers for the usage of smartphone and to engage them in mobile marketing via their cellphones. For further research on this study marketers need to concentrate on the marketing strategies which help them to encourage the consumers beyond messages link with marketing i.e. how purchase intention of the customers impact the mobile marketing and the ways to improve the perception of the customers regarding purchase intention, the reliability of the gender on mobile marketing via smartphones, and how educated consumers take mobile marketing whether it is helpful for them or not. Due to this research, it inspires the increasing acceptance and adaption of mobile marketing. The finding of this study recommended that to engage the consumers in mobile marketing, marketers should build their strategies in such a way which can creates value for the users and to engage the consumers with their brands in a positive manner by considering the purchase intention of customers. Marketers should listen to their consumers what actually they want, consider their requirements and then build new marketing strategies rather than only considering the current strategies. As it is essential for both marketing executive and researchers to know how to do the marketing via smartphones.
