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The Impact of Mobile Marketing Campaigns on Consumers

Author

Listed:
  • Alina Matric

    (Dunarea de Jos University of Galati, Romania)

  • Adrian Micu

    (Dunarea de Jos University of Galati, Romania)

  • Sabin Murariu

    (Dunarea de Jos University of Galati, Romania)

  • Angela Eliza Micu

    (Ovidius University of Constanta, Romania)

  • Alexandru Sebastian Chihaia

    (Dunarea de Jos University of Galati, Romania)

  • Nicoleta Cristache

    (Dunarea de Jos University of Galati, Romania)

  • Tiberius Stanciu

    (Dunarea de Jos University of Galati, Romania)

Abstract

Understanding how the different components of mobile marketing influence consumer decisions can guide companies in developing more effective marketing strategies that lead to improved business outcomes. The complexity of consumer behavior and mobile marketing requires a rigorous and creative approach that combines theory with practice, analysis with synthesis, and data with interpretation. By gaining a deeper understanding of consumer behavior and the impact of mobile marketing, we can help shape a future in which technology and marketing are used in ways that benefit all stakeholders. We live in a technology-dominated era where mobile devices have become part of our everyday lives. In this digital cumulus, consumer behavior has undergone radical transformations, and understanding these changes is essential for any company that wants to remain competitive. Mobile marketing, in particular, has become an indispensable communication channel capable of reaching consumers in various, personalized and direct ways. Therefore, the study of the impact of these strategies on consumer behavior is not only relevant, but also necessary to successfully delve into the different situations and factors of the contemporary market. This research aims to develop and contribute to existing insights in the field by applying advanced analytical methods, such as SEM-PLS, to model and understand the complex relationships between mobile marketing and consumer behavior.

Suggested Citation

  • Alina Matric & Adrian Micu & Sabin Murariu & Angela Eliza Micu & Alexandru Sebastian Chihaia & Nicoleta Cristache & Tiberius Stanciu, 2024. "The Impact of Mobile Marketing Campaigns on Consumers," Economics and Applied Informatics, "Dunarea de Jos" University of Galati, Faculty of Economics and Business Administration, issue 2, pages 126-134.
    • Handle: RePEc:ddj:fseeai:y:2024:i:2:p:126-134
    DOI: https://doi.org/10.35219/eai15840409418
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    References listed on IDEAS

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    1. Siliang Tong & Xueming Luo & Bo Xu, 2020. "Personalized mobile marketing strategies," Journal of the Academy of Marketing Science, Springer, vol. 48(1), pages 64-78, January.
    2. Tiago, Maria Teresa Pinheiro Melo Borges & Veríssimo, José Manuel Cristóvão, 2014. "Digital marketing and social media: Why bother?," Business Horizons, Elsevier, vol. 57(6), pages 703-708.
    3. Kurtz, Oliver T. & Wirtz, Bernd W. & Langer, Paul F., 2021. "An Empirical Analysis of Location-Based Mobile Advertising—Determinants, Success Factors, and Moderating Effects," Journal of Interactive Marketing, Elsevier, vol. 54(C), pages 69-85.
    4. Jun-Hao Li & Chun-Fan You & Chin-Sheng Huang, 2020. "Do Mutual Fund Managers Time Market Sentiment?," International Journal of Financial Research, International Journal of Financial Research, Sciedu Press, vol. 11(5), pages 527-537, October.
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