Effectiveness of Mobile Marketing on the Customer’s Experience in Kingdom of Saudi Arabia: A Social Media Perspective

Nasser Khalufi, Khairul Anuar Mohammad Shah and Qaisar Iqbal
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Nasser Khalufi: School of Management, Universiti Sains Malaysia, Malaysia
Khairul Anuar Mohammad Shah: School of Management, Universiti Sains Malaysia, Malaysia
Qaisar Iqbal: School of Management, Universiti Sains Malaysia, Malaysia

Expert Journal of Marketing, 2019, vol. 7, issue 2, 100-111

Abstract: This study aims to explore the role of mobile marketing communication on social media networks and how it contributes to customers' experience. For analyzing the gathered information, both qualitative and quantitative techniques have been used. Analysis has been performed with the use of thematic perception for exploring the role of mobile marketing communication on social media networks and how it contributes to customers' experience. Empirical evidences claim that companies which are using social networking sites can easily attract many customers in order to increase the sales and profit. People are more aware of products and they like online purchasing because of various reasons, such as lack of time and the ability of comparing different products. In modern era, people are focused on the mobile phone as they spend most of time on it, and this especially applies to young people. Therefore, companies should take advantage this known fact and increase the visibility of their brands. Moreover, most of the customers who state that the availability of social media on their mobile phone has made customers more informed about brands when they make purchasing decisions. It shows that social media on mobile phones makes the purchasing process easier than ever before for the customers in helping them to make a purchasing decision of products and services.

JEL-codes: M31 (search for similar items in EconPapers)
Date: 2019
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Citations: View citations in EconPapers (1)

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