Mobil Marketing Relationship with Young Users
An Exploratory Study of a Sample of Consumers in Erbil Governorate
This study aims to identify the concept of mobile marketing because it is one of the most important topics that are usually skipped by our organizations because most of them still work in the traditional way. the main goal is to measure the relationship between mobile marketing and young consumers using statistical analysis tools. This study is important because it deals with one of the vital topics today, namely: How to enable the use of mobile marketing in our environment and its relationship to the acceptance by young consumers of modern marketing techniques. To achieve the aims of the study, 87 questionnaires were distributed to a random sample of mobile phone users, after that the questionnaire were analyzed to find the results on the SPSS program and the relationship between each of the study variables was tested. The research problem can be summarized with the following research questions: Do all young consumers feel satisfied with the ongoing mobile marketing ads shown on their mobile phones? Do mobile marketing ads help consumers make the right buying decision? Do mobile marketing ads help consumers make the right buying decision? Do mobile marketing ads persuade young consumers to change their purchasing decision from one product to another? The study ended with a set of conclusions, the most important of which is the existence of a moral relationship between mobile marketing and young consumers. Based on the findings of the study, a set of recommendations make, the most important of which is the necessity of all companies' interest in building a satisfactory mobile advertising infrastructure, because mobile phones are the easiest way to keep in touch with consumers today. Businesses need to use reliable advertisements that are shown to their target consumers accompanied by real experiences in using the product or service.
Arthur, D., Sherman, C., Appel, D., & Moore, L. (2006). Why young consumers adopt interactive technologies. Young Consumers, 7(3), 33–38. https://doi.org/10.1108/17473610610705354.
Ding, Z., Vatroslav, Š., & Vesna, Ž. (2016). Comparing consumer innovativeness and ethnocentrism of young-adult consumers. https://doi.org/10.1016/j.jbusres.2016.03.029.
Donga, G., Kadyamatim, A., Zindiye, S., & Chibonda, T. (2018). Consumer Acceptance of Mobile Marketing through Mobile Phones: A Case Study of South African University Students. Information Technology Journal, 17(1), 1–10. https://doi.org/10.3923/itj.2018.1.10.
Gülin Feryal Can Feride Kurtulmuşoğlu Kumru Didem Atalay, (2016),"A case study on shopping malls attributes for young consumers", Young Consumers, Vol. 17 No. 3. http://dx.doi.org/10.1108/YC-04-2016-00596.
Lamarre, A., Galarneau, S., & Boeck, H. (n.d.). Mobile Marketing and Consumer Behavior Current Research Trend. (1), 1–9.
Mucan, B., & Tanyeri, M. (2012). Attitudes toward Foreign Firms. 58(2150), 1326–1335. https://doi.org/10.1016/j.sbspro.2012.09.1116
Mucan, B., & Tanyeri, M. (2012). Attitudes toward Foreign Firms. 58(2150), 1326–1335. https://doi.org/10.1016/j.sbspro.2012.09.1116.
Ninčević, Šime & Krajnović,Aleksandra& Bosna ,Jurica, (2015), the role and importance of mobile marketing in the system of marketing management Scientific Conference on Innovation, Leadership & Entrepreneurship – Challenges of Modern Economy“.
Pelau, Corina; Zegreanu, Patricia, (2010), Mobile Marketing - the Marketing for the Next Generation, Management & Marketing, vol. 5 issue 2, p101-116. 16.
R. Venkatesh. (2015). Mobile Marketing (From Marketing Strategy to Mobile Marketing Campaign Implementation). International Journal of Research, 2(2), 1175–1187. Retrieved from http://internationaljournalofresearch.org/
Rajh, E., & Bevanda, A. (2012). Decision-making styles of young consumers in Bosnia and Herzegovina. 13(1), 86–98. https://doi.org/10.1108/17473611211203966.
Robayo, O., Montoya, L. A., & Rojas-berrio, S. P. (2017). Mobile marketing: conceptualization and research review Marketing: conceptualización y revisión de la investigación. (December).
Shabhu, K. R., Nandakumar, A., & Nandakumar, A. (2016). Youngsters Attitude towards Mobile Marketing. 6(3), 100–102. https://doi.org/10.9756/BIJIEMS.7467.
Zifceac, A. (2011). Mobile Marketing for Mobile Business. 144–151. https://doi.org/10.1109/ICMB.2011.54
Copyright (c) 2020 Bushra A. Zainal
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Authors who publish with this journal agree to the following terms:
1. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License [CC BY-NC-ND 4.0] that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).