The Impact of Mobile Marketing Campaigns on Consumers

Alina Matric, Adrian Micu, Sabin Murariu, Angela Eliza Micu, Alexandru Sebastian Chihaia, Nicoleta Cristache and Tiberius Stanciu
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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

Economics and Applied Informatics, 2024, issue 2, 126-134

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.

Keywords: mobile marketing; consumer behavior; SEM-PLS; Technological Change (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:ddj:fseeai:y:2024:i:2:p:126-134

DOI: 10.35219/eai15840409418

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