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Yigit, Muhammed Mert (2024) Investigating how Mobile Marketing Strategies can be Optimized to Enhance Consumer Engagement and Drive Purchase Behaviour. Masters thesis, Dublin, National College of Ireland.
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Abstract
The focus of this research dissertation is on the mobile marketing communication and the impact that it has on customers’ decision making. This paper is based on the current theories of marketing and the literature review of consumer engagement, niche marketing, mobile application, and the use of new technologies such as artificial intelligence and augmented reality. There is a need to declare the tendencies of the present day and to emphasize the lack of literature on the topic and the lack of integrated approach to the mobile marketing that would include all the aspects of it.
The data collection method was through online structured questionnaires with consumers from different sectors and age groups. The survey instrument was developed to obtain specific data on the level of mobile marketing involvement, perceived advantages, and application usage. The quantitative data was analysed using the Statistical Package for Social Sciences (SPSS) software with the help of descriptive analysis, regression analysis, and correlation analysis to find out the significant predictors of consumer engagement.
The study showed that perceived benefits and mobile app usage are the two key factors that influence consumer engagement while the personalization of mobile advertising though not significant on its own but when incorporated with other strategies was found to be very effective. The implications of the research can be useful for marketers, pointing to the requirement of the combination of the content, design, and functions of the mobile marketing.
Consequently, the results and suggestions of this study can be helpful in enhancing the mobile marketing approaches. This is a clear indication that perceived benefits, app usage and personalization has to be integrated in a manner that enhances the consumer interaction and has an influence on the purchase behaviour in the current society
| Item Type: | Thesis (Masters) |
|---|---|
| Supervisors: | Name Email Del Rosal, Victor UNSPECIFIED |
| Subjects: | H Social Sciences > HF Commerce > Marketing > Consumer Behaviour H Social Sciences > HF Commerce > Marketing > e Marketing H Social Sciences > HB Economic Theory > Entrepreneurship H Social Sciences > HF Commerce > Marketing |
| Divisions: | School of Business > Master of Science in Entrepreneurship |
| Depositing User: | Ciara O'Brien |
| Date Deposited: | 01 Aug 2025 10:49 |
| Last Modified: | 01 Aug 2025 10:49 |
| URI: | https://norma.ncirl.ie/id/eprint/8408 |
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