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Research Article Open access CC BY 4.0

Mobile Marketing: A Study of Buying Intention

Mohammed Rizwan Alam, Mohammad Abu Faiz, Mohammed Zia Aftab

Journal of Economics, Management and Trade · pp. 218–226 · Published 21 Apr 2015

10.9734/BJEMT/2015/16336

Abstract

Lately, mobile marketing has emerged as one of the compelling channels of interactive communication mode between company and consumer. The message through such medium varyingly influences the buying intention. In this backdrop, the purpose of the research is to study the consumer’s buying intention based on independent variables, such as information. The method is exploratory in nature using interview questionnaire for a sample size of one hundred twenty from Dubai. The key finding suggests that most of the mobile marketing positively influences buying intention in terms of convenience, brand image, and information sufficiency, while irritation or noise and payment security are taken as inhibiting elements. The study is limited to research design and relatively small sample size. The significance of the research lies in methodology, diligent reviews, rich information, and valuable response, being highly useful for practitioners, academia, students, and others.

Mobile marketing short messaging buying intention and buying decision process

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