An Analysis on the Effects of Mobile Marketing on Consumer Purchasing Behaviour
Abstract
Mobile phones, especially smartphones, have recently taken over as the main form of communication. One of the fastest-growing mobile markets is that of India. Due to this, marketers are turning to mobile marketing as one of the greatest platforms for advertising, brand recognition, promotions, and consumer outreach since it has a far greater impact than traditional marketing communication techniques. By the use of mobile devices for marketing, businesses may bypass temporal and geographic constraints to engage directly with potential consumers i.e. It allows businesses to expand their reach and target a wider audience than ever before, without the need to physically be in the same place. So, research on mobile advertising would have a significant influence on how a company is conducted. This study intends to investigate how mobile marketing affects consumers' purchasing decisions. A poll in the city yielded 100 valid replies in total. The findings demonstrated a favourable correlation between the characteristics of mobile phone users and their intended behaviour.
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Tiljy Thomas 2023 JOSEPH’S JOURNAL OF MULTIDISCIPLINARY STUDIES ( JJMDS) St.Joseph’s Degree & PG College, King Koti, Hyderabad
