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Exploring The Role Of Mobile Marketing As A Blessing Or Curse: A Case Study Of Pakistan

Author

Listed:
  • AASIR ALI

    (Lecturer, Noon Business School, University of Sargodha, Sargodha)

  • NAIN TARA

    (Lecturer, Institute of Business Management and Administrative Sciences, The Islamia university of Bahawalpur)

  • NOSHEEN NAWAZ

    (Lecturer in the Institute of Business Management and Administrative Sciences, The Islamia university of Bahawalpur)

  • NADIM RAFI

    (Research Scholar, Institute of Business & Management, University of Engineering & Technology, Lahore)

Abstract

This study aims to investigate negative and positive effects of mobile marketing and to explore the opportunities to turn this channel more promising. Methodological paradigm adopted for this study was qualitative research design. Data were collected from 30 Smartphone users across Pakistan via face to face and semi-structured interviews. Findings shed light on positive and negative aspects of mobile marketing. Permission of client, brand acceptance, communication through application and determined time and frequency of messages were identified as key positive outcomes. Whereas annoyance, irrelevant messages, breach of privacy and risk and security threat were recognized as chief negative outcomes of mobile marketing. This research glorifies the pros and cons of mobile marketing. It reveals do consumers really want to engage in mobile marketing or not. So far, this issue has grabbed a little research attention. This study contributes to fulfilling the need for research evidence by exploring the phenomenon from various dimensions.

Suggested Citation

  • Aasir Ali & Nain Tara & Nosheen Nawaz & Nadim Rafi, 2021. "Exploring The Role Of Mobile Marketing As A Blessing Or Curse: A Case Study Of Pakistan," Bulletin of Business and Economics (BBE), Research Foundation for Humanity (RFH), vol. 10(4), pages 56-63, December.
    • Handle: RePEc:rfh:bbejor:v:10:y:2021:i:4:p:56-63
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    References listed on IDEAS

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    More about this item

    Keywords

    Mobile marketing; Internet promotion; Consumer behavior; Interview;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management

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