Mobile Marketing Research and Trends

This assignment delves into the realm of mobile marketing, examining its role in shaping modern consumer behavior. It analyzes various aspects of mobile marketing, including consumer attitudes towards mobile advertising, the impact of social media on mobile marketing campaigns, and emerging trends in mobile shopper engagement. The research draws upon a selection of academic articles and industry reports to provide a comprehensive understanding of the current state and future directions of mobile marketing.

ACKNOWLEDGMENT
I would sincerely thank my mentor for providing me immense support and guidance
while carrying out this research. I would also like to express my gratitude towards colleagues,
friends and family members who assisted me at every step of this master thesis. With the help of
their guidance and support, I was able to accomplish this paper. I would also be greatly thankful
to all participations members in the survey for the assistance provided by them in collection of
data.

Abstract
Aim: To explore the role of mobile marketing communication on social media networks and
how it contributes to customers' experience.
Methods: For analyzing the gathered information both qualitative and quantitative techniques
will be used. Analysis will be done 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
Findings: It shows that companies which are using social networking sites can easily attract the
large number of customers in order to increase the sales and profit. People are more aware of
products, and they like online purchasing because of various reason such as lack of time and the
ability of comparing. In modern era, people are diverted themselves toward the mobile phone as
they spend most of time on it mostly young age people. Therefore, companies can take
advantage of that in respect to make their brand one of the top brands. Moreover, most of the
customers who state that the availability of social media from mobile phone has made customers
more informed about brands when making purchasing decisions. It shows that social media on
mobile phone makes purchasing process easier than ever before for the customer to make
decision related to the purchasing of the products and services.

Table of Contents
Abstract............................................................................................................................................2
Chapter 1: Introduction ...................................................................................................................4
1.1 Background of the study.......................................................................................................4
1.4 Chapter structure...................................................................................................................6
1.5 Focus and purpose.................................................................................................................8
1.6 Framework analysis..............................................................................................................8
1.7 Significance of the study.......................................................................................................9
2.1 Introduction.........................................................................................................................10
2.2 To analyze the recent mobile users’ reaction of using social media platforms for marketing
of products and services ...........................................................................................................11
3.1 Introduction.........................................................................................................................22
3.2 Type of investigation...........................................................................................................22
3.7 Data analysis: .....................................................................................................................26
3.9 Research limitation..............................................................................................................27
REFERENCES .............................................................................................................................29

Chapter 1: Introduction
1.1 Background of the study
Marketing is known as the management process through which products are sold and
purchased by consumers in the market. In the present era, mobile phones have become a
necessity, and it is also replaced not only landlines but also desktops with the introduction of
smartphones and tablets. Globally, there are billions of people who are using mobile phones to
the internet. It can be stated that business needs to start adopting mobile marketing efforts in
order to keep up with the advances in technology and track. In 2016, the mobile adaption rate
increased up to 80%. In the present digital and interconnected world, there’s significance of trade
marketing efforts so that mobile-friendly operations can be overdone. People spend most of their
time on a mobile device (Guo, Wang, and Leskovec, J, 2011). Also, according to Roberts, 2014)
it is analyzed that people spend up to 6 hours a day from their time on mobile phones. Mobile
technology also provides opportunities to customers to buy products and services online after
comparing products and services from other companies. For companies that utilize mobile
marketing, it has become one of the big opportunity that will help increas sales and profit for
businesses. Over the last few years, there is an increase in the use of social media platforms with
a respect to attract marketers and potential buyers. There are many researchers claim that social
media provides a huge benefit for an organization. The present study is based on the role of
mobile marketing communication on social media networks, and how it contributes to a
customers' experience. Therefore, the main aim of this study is to examine the role of mobile
marketing communication on social media and to explore the customer experience related to the
mobile marketing effectiveness. Advanced mobile technology provides numerous of benefits to
the organization as people can easily chat and communicate with others across the world. Many
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organizations are taking advantage of this advanced technology, such as the Amazon Company
which accomplished success of 20 years with the use of online retailing and marketing.
Nowadays, the organization also launches a mobile app so that people can easily access its
website on the mobile phone for purchasing products and services.
1.2 Research problems
Mobile marketing is a rapidly growing industry that is transforming the marketing world.
According to GSMA data report 2017,) in all over the world, there are almost 5 billion mobile
phones in use and have GSMA calculates. This shows in the near future, mobile market will
experience a huge growth in mobile consumption and computer internet consumption. Also,
many mobile users utilize their mobile phone for internet service to access social platforms.
Apart from this, many mobile users are using Internet for the purpose of gaming, visiting social
media sites, and comparing prices. There are a high number of products are overstock and
unused services in the company due to the weak of advertisement or unused of online ads for
their products and services. For this purpose, all organizations are required to focus on effective
marketing strategy techniques in order to enhance sales and profits. Among the effective
marketing strategies, mobile marketing is an effective tool which assists the company in easily
promoting and selling their products and services online. Currently, people prefer to buy
products and services online instead of purchasing from a physical store because customers don’t
have to leave their home and can purchase products without waiting on lines. In this regard, it is
important for the firm to focus on mobile marketing instead of using old techniques for selling
their products and services.
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1.3 Aims and Objectives
Aim: To explore the role of mobile marketing communication on social media networks and
determine how it contributes to the customers' experience.
Objectives:
 To analyze the recent mobile users’ reaction of using social media platforms for the
marketing of products and services.
 To evaluate the benefits of mobile marketing for customers.
 To analyze the significance of mobile marketing in building relationships with the
customers.
 To understand the customers’ attitudes and perceptions towards the use of social media as
a marketing tool.
Research questions:
 What is the recent mobile users’ reaction of using social media platforms for marketing
of products and services?
 How does mobile marketing benefit costumers?
 How does mobile marketing build relationships with the customers?
 What are the customers’ attitudes and perceptions towards the use of social media as a
marketing tool?
1.4 Chapter structure
For carrying out this present study, investigator will be required to follow the systematic
pattern through adhering to the appropriate structure. This structure can be shown by the
following series of patterns which are undertaken in this present investigation. Below are the
following chapters:
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 Chapter 1: Introduction
It is the first chapter of this research clear-cut information will be provided related to the
selected topic. This will consist of the background of the study and focus on the purpose
of the research. Along with this, an important link related to the present topic will be
reflected. The present research aims and objectives with the research problem will be
described. Apart from this, at the end of this paper, different tools and techniques which
will be used in this study and the researcher will describe the importance of the study.
 Chapter 2: Literature Review
The literature review chapter will outline the recent mobile users’ reaction of using social
media platforms on marketing products and services. Furthermore, the way mobile
marketing benefits costumers will be evaluated. Along with this, the way mobile
marketing builds relationships with the customers will also be analyzed. However, this
chapter will lay emphasis on covering the aims and objectives of the present study
through undertaking an assessment of the different areas of research studies used in this
chapter to be completed. This chapter is comprised of published books and articles which
are different by the previous author.
 Chapter 3: Research Methodology
In the research methodology chapter, detailed information related to various methods will
be provided that have been undertaken by the researcher for carrying out the investigation
into the right direction. Along with this, validation of using the different techniques for
researchers will be provided. At last, this section will consist of ethical considerations,
limitations, and resources that will be used by the investigator.
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 Chapter 4: Data Analysis and Findings – All the collected information from the survey
will be analyzed in this chapter with the use of thematic approach.
 Chapter 5: Conclusion and Recommendations
In the last chapter conclusion will be provided on the basis of primary and secondary
information. Also, appropriate recommendation will be given.
1.5 Focus and purpose
The present investigation is conducted with the purpose of exploring the role of mobile
marketing communication on social media networks and how it contributes to customers'
experience. The purpose of the present research is to analyze the gap which is left in the study
by the previous researcher on the selected topic. There are different studies which are conducted
on the marketing and the way it helps in building the relationship with customers. The concept
for the present research is helpful for the companies which want to sell their products and
services online. It assists different organizations to be successful by taping the different
opportunities. The use of mobile phones is increasing yearly and it can provide so many benefits
to the firm with respect to sale the products, increase customer base and making a profit. Related
to this, the purpose of the present study is to develop understanding related to the role of mobile
marketing communication on social media networks and how it contributes to customers'
experience.
1.6 Framework analysis
• Design of research– With respect to gather information so that researcher can gain
meaningful information related to the present topic, descriptive research design will be applied.
• Research approach – In the present thesis, the researcher will focus on moving from the
specific information to general for this purpose inductive approach will be used.
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• Research philosophy – Interpretivism philosophy will be applied to the current research.
• Techniques of research – Qualitative and quantitative techniques will be used for the present
paper.
• Method for data collection – The present investigation is based on exploring the role of
mobile marketing communication on social media networks and the way it contributes to
customers' experience. Therefore, both primary and secondary data collection techniques will be
used. For collecting the primary information survey method will be applied. On the other hand,
for collecting the secondary information different books, journals and website will be referred by
the researcher.
• Sampling technique – With respect to carry out survey method researcher will be used
probability sampling method. Under this random sampling will be used under which every unit
in the population will get the equal chance of being selected for the survey by the scholar. With
the use of random sampling method, in which questions will be asked from 139 customers.
• Analysis of data – For analyzing the gathered information both qualitative and quantitative
techniques will be used. Analysis will be done 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
1.7 Significance of the study
The present study is important as in term of developing and increasing the understanding
related to the selected topic that is the role of mobile marketing communication on social media
networks and how it contributes to customers' experience It helps in identifying the area of
mobile marketing which can work effectively and influence customers to purchase their
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company products and services. Along with this, the present researcher will be potential
significance to the following:
• This research is beneficial for the companies and industries in order to develop promotional
strategies such as mobile marketing. Along with this, organizations get help from this researcher
as because they can easily understand the significance of mobile marketing and adopt it in order
to increase the sales and profit of the firm.
• In addition, this investigation will be helpful for the academicians who want to develop their
understanding related to the role of mobile marketing communication on social media networks
and how it contributes to customers' experience.
• It will also provide help to the analysts in order to prepare an overview of the role of mobile
marketing communication on social media networks and how it contributes to customers'
experience.
The present study will help in designing the effective mobile marketing plans which can be
implemented and contribute to the success of the company.
CHAPTER 2: LITERATURE REVIEW
2.1 Introduction
Literature review is important part in the study as it based on the secondary data research
and comprises views and opinion of different authors. In addition, this chapter assists scholar in
making research reliable and valid. The present study is based on the exploring the role of
mobile marketing communication on social media networks and how it contributes to customers'
experience. This section is prepared on the basis of aims and objectives which make provide a
valid outcome. Apart from these themes are prepared on the basis of aims and objectives so that
information depth analysis can be carried out. However, the benefits of mobile marketing for
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customers will be explained. Along with this, the significance of mobile marketing in building
relationships with the customers will also describe.
2.2 To analyze the recent mobile users’ reaction of using social media platforms for marketing of
products and services
As per the view of Armstrong, Kotler & Brennan, (2015), there is the continuous
increasing in the rate of mobile users in all over the world. Many mobile companies have
adopted new technology for modifying the mobile feature so that people can easily access
different social networking sites on the mobile phone. There are many mobile users who used
mobile for purchasing the products and services. There is an increase in the trend of marketing
through the internet. Hence, it can be stated that this generation are more familiar with mobile
marketing instead of traditional marketing. Lin, (2013) suggested that marketing can be
integrated with mobile marketing and it leads to positively affects the business profit margin.
Through mobile marketing, company can easily provide customers timely and important
information with the use of social media platform. People become more familiar with the mobile
as they use it for multi-purpose. To save the time and money they use it for searching new
products through the ads and buy them online. On Facebook, Twitter, and company website
customer also get different choices for selecting the product and they can also compare one
company product and service with other with respect to make a selection for a particular product.
Ström, Vendel & Bredican, (2014) state before purchasing the products and services customer
can see the reviews on company websites of different customers so that they can easily make a
decision of purchase of products and services. Many mobile users are highly satisfied with the
advertisement done on mobile. As per the opinion of the author, there are many organizations
which are taking advantage social media platform through selling the products and service on it.
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There are different types of mobile marketing which are benefiting the organization such as SMS
marketing, mobile internet marketing, MMS marketing etc. Through sending a short text
message to a potential buyer is one of the effective methods for grabbing the attention of them.
Many offers which customer receives on mobile such as flat 20% of product encourage customer
visit their website and make a purchase. People are using different types of networking sites on
their mobile phones such as Facebook, Twitter on which they can easily get ads for the products
and services. Different types of companies used social networking sites for different purposes
such as to keep up to date with customers related to their new product and services. Moreover,
with the use of social networking sites, they can easily address the issues and problem of
customers which they are facing related to products or services. Chong, Chan and Ooi, 2014 state
that company is using social media for turning a neutral or negative experience into a positive.
Ozcan and Santos, 2015 suggest that company can easily accomplish success if it effectively
uses the mobile marketing for grabbing the attention of a large number of customers. In a single
day, people spend more than 5 hours on their mobile phone for the different purpose. Therefore,
with the use of mobile marketing strategy, it becomes easy for the organization to make a
relationship with customers and grab their attention toward their products and services.
2.3 Benefits of mobile marketing for customers.
The mobile marketing is a process where buying and selling activity can be done easily.
According to the view Bosomworth, 2015, the help of mobile internet can only be possible with
the help of mobile phones. It is a cost-efficient process where seller doesn't have to spend money
every time during promotional activities and they can reach easily to the customers because it is
an affordable and time-consuming process to advertise their product or service. Moreover, it
helps down seller to reach to their capable customers at considerably low prices which are lowest
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and cheapest technique to reach its customers as compared to TV, and radio, etc. Regarding,
there is certain E-commerce websites in form of eBay, Amazon are provided online facility to
their customers so that the customer selects his/her product from numerous of products which
displaying on the websites. Through that technique, the seller provides time to time various
special deals, new products, sales to their customers and essentially provide time to time heavy
discount, free offering things to their most potential and profitable customers and build up a
strong relationship with them so, that loyalty regarding the company's product will be created
among with the customers and that directly helps in building up of goodwill and create brand
value.
Watson, Watson McCarthy, & Rowley, (2013) state that the seller provides various sales
service facility to their customers in form of warranty, guarantee, changing in case of wrongly
delivered, returning in case of damage and that clearly be displayed on the website from where
the product has been purchased by the user. It is portable device and person can take down and
operated his mobile from everywhere and can essentially reach down to his product and meet
down his needs. Chang, 2017) argued that mobile marketing does not have a particular standard
like computer and laptops because it is different in shapes, sizes, screen, battery, resolution, and
quality of mobile phones is totally based on its operating system and other compatible features
which are essentially not the same for every task. Sometimes it can be difficult to navigate and
track down the product and reached to the place of seller with a lot of advertisements found on
the screen makes it difficult for the user to operate his or her mobile phones and to perform tasks.
The mobile network is essentially an important aspect in case of mobile marketing because it
sometimes made very difficult for the user to place down products online and also error found to
occur during placing and make it difficult for the user.
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Shankar, Kleijnen & Morrissey, (2016) said that time to time, up gradation facility under
mobile phone made the mobile capacity very low and it is essentially difficult for the user to
work, to operate down features and to performed down functions online and the dependency
made on the mobile phone's compatibility, technology, and features. Some product is not
appearing as it appears under Pc's and laptops due to its size, the appearance and non-appearance
depend upon the potentiality of the user who had spent money while purchasing it.
Strauss, 2016, stated that mobile marketing change the attitude and perception of customers
toward the social media marketing. It makes easy for the people to make a purchase online if
they are unable to visit to shop for making a purchase. Company posted ads on websites and
social media sites which are attractive and grab the attention of a large number of customers. For
instance, if ads on websites reflect the bumper offer such as buy one and get one free, or discount
for a limited period can easily attract a large number of customers. It benefits the customer
because they can easily get products and services of their choice easily on the internet.
Moreover, they also have choice to make payment online or cash on delivery. Apart from this
customer can easily compare one company product with other company products and make a
decision of purchase.
Lamberton and Stephen, (2016) explained the benefits of mobile marketing such as its make easy
for the customer to communicate with company staff member and can ask for any query. The
customer can easily make a purchase anytime and from any place. Mobile marketing provides
detail information about the products and services which help the customer making a decision
whether to buy or not. Companies can easily respond to the client feedback and provide them
offer as per according to their taste and preferences. Customers are attached to their phones and
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if an advertisement is tailored to meet the expectation of mobile users then two-way
communication can be established.
With the course of time, there have been major advancements in technology, marketing
over social media platforms and mobile devices had led to the success of many brands. The
mobile marketing has proved to be a major support to the present generation consumers. It has
many benefits for the customers. Most prior, as it is a mobile device, it can be accessed from
anywhere and anytime. Thus, it acts as an instant media for the customers to get notified about a
launch or update in any product or service Tadesse & Bahiigwa, (2015). Also, accessing data
content about a product or a company through the means of mobile devices is quite economic
and easy as compared to that in a laptop or a desktop. Also, it saves time and effort for the
customers. Also, mobile marketing and social media apps for mobile devices make a very good
benefit for the companies to issue promotion and marketing services to the user. As sometimes
receiving a call cannot be possible for the customer, messages can be delivered by the companies
to notify the user. Also, the user can save this virtual information about a product or service
which can be later accessed by the customer easily. As mobile devices are compact and with a
small display, the companies, thus keep their data content precise and simple keeping in mind the
customers' convenience. So that it can be easily understandable by the customers.
As it is quite convenient to share content over mobile devices, the customer finds that it
accessible to use mobile marketing. Customers can share any information easily with their family
and friends using mobile marketing. As mobile devices are easily accessible and in hand every
time, it allows the customers to be a direct part of any marketing campaign and thus customer
can directly give their feedback or reviews over a product or services. Also, it allows the
customers to interact with other users or experts and get an idea about the product (Shankar,
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Magrath & McCormick, (2013). Also, mobile marketing helps the customers to develop a long-
term relationship with the companies. As using mobile devices is comparatively easy, it makes a
company available every time, whenever the customer is need it. Apart from this, the
introduction of mobile payment apps has allowed purchasing a product or service online, directly
from the company making it a reliable, safe and instant method to use features of online
marketing. Also, various online marketing and e-commerce apps for mobile devices have caused
a healthy competition for the price of similar products or services on low costs. Thus, a customer
has an opportunity to choose from the best product at a minimal or reasonable price. Also, many
companies lay emphasis on the use of mobile apps or devices to purchase the products. It not
only makes the product simple and fast but also makes a customer liable for certain benefits or
offers provided by the company to the online or mobile devices users leading to customers’
benefits.
2.4 The significance of mobile marketing in building relationships with the customers:
According to the view of Lamberton, & Stephen, (2016)., marketing team strive to build
a relationship with the customers. There are different types of strategies which are created by the
marketing department in order to build a relationship with customers. For any organization, it is
important to build a relationship with the customer so that they can easily retain them for a
longer time. Through building a relationship with the customer, it becomes easy to carry out
business for a long time. There are different ways company uses for making strong relationship
with the customer such as through delivering them the quality products, solving their issues,
respond to their needs and wants etc. This all is the effective method with respect of building a
relationship with customers. At present era, for building the relationship with Customer
Company is started using mobile marketing because mobile marketing has become popular and
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there are many peoples in all over the world use smartphones such as Samsung and iPhones. As
per the Armstrong, Harker & Brennan, (2015), view, it is not easy for the company to
understand the customers’ behavior and to build relation with them especially on mobile..
Therefore, it can be stated that mobile marketing is new and still in the infancy. Lam and
Shankar, (2014), stated that mobile as a marketing is unparalleled marketing channel which can
easily achieve more than what actually can be done with it. It is so because smartphones
technology plays a significant role in the life of customers. To build the relationship marketers
tried to create a reason for continuous consumer engagement on their app. This is done through
personalized push notification rewarding consumers for taking an action or to make them know
of the arrival of new product or availability of a certain product. This can be easily integrated
into the app by selling customers alert at the time when a product is on sale.
Tiago and Veríssimo, (2014) said company also create websites and mobile app of their
company which help them stay connected with customers for a long time. At the time when the
customer downloads the app on the mobile, the company started providing notification related to
new product and product on sales. All the records of the customer can easily get to the company
at the time when it signs up on the app. Therefore, it can be stated mobile app assists in building
a good relationship between customer and company. There are many benefits of building a
relationship with customers through mobile marketing. It helps the company to increase
customers’ base because they recommend a particular firm product to the other customers. The
mobile marketing assists in making lots of sense at the time of considering that how often
consumer is checking their phones. The mobile device is the first thing which an individual see
in the morning and last when they go to bed at night. There are different ways through which
company build a relationship with the customer with the use of mobile marketing techniques.
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Firstly push notification, with the use of smartphones' geolocation technology for promoting
special, coupon and send a personalized message to the customer. There are few social media
sites such as Facebook, Twitter which business can be integrated into their mobile marketing
strategies. Further, sending a promotional offer on message also help in building a strong
relationship with customers.
According to the view of Thakur, (2014) it is easy for the company to make strong
relationship with customers with the use of mobile marketing. If employees quickly respond to
the clients query then it leads to increase the satisfaction level of customers. In addition,
customers can engage with their favorite brand for building the strong relationship and to turn
with the loyal brand. Through the use of mobile, marketing becomes easy to reach the targeted
audience and it can directly communicate with the different customers' group because user
generally has to opt- in receiving message. The company can easily track its customer's response
and can easily identify its customers who regularly visits their websites. Through direct
communication, it becomes easy for the company to make strong relationships with customers.
Different customers have different sets of expectation which is important for the company to
fulfill with respect to make a strong relationship. Sometimes customers not make a purchase by
seeing ads as because they think that product may has a bad quality. It is important for the
company to communicate with the customer and make them aware of the quality of products and
services which lead to making them loyal.
As per view of the Miquel-Romero, Caplliure-Giner and Adame-Sanchez, (2014) in the mobile
phone if customer search product then in search results list of a number of products appear
among which customers can make a decision which types of product they want to buy. After
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selling a product if customers face any issues and company respond to those issues then it also
helps in making good relationship with customers.
2.5 The customers’ attitudes and perceptions towards the use of social media as a marketing tool
According to the view of Dwivedi, 2015, social media has changed the way through
which information is communicated to the people in all over the world. There are many studies
which have focused on the attitude of the users toward the social media publicity and they all
report that customers often have some inclination to avoid advertising. It is important for the
company to track the behavior of employees because that influences on the customers’ attitudes.
Further, it is analyzed that there are many people have positive attitudes and perception toward
the use of social media as a marketing tool. However, the attitude toward the social network
advertising is essential because it does not only benefit the organizations but also provide
websites with the revenue which assist their survival. Advertising avoidance can be easily done
for instance, at the time of reading a newspaper an individual purposely skip the advertisement
(cognitive method) and closing the banner on pc is a mechanical method of avoiding the ads.
Beyond the age and gender, the attitude toward the social media advertising is influenced by the
different number of factors. Samaha, Beck, and Palmatier, (2014) stated that social media
changes the perception of the customer toward the advertisement. There are more than 80% of
people who spend most of their free time on the internet. They are highly influenced by the ads
which are posted by the companies on the internet. As people believe on the information which
is provided to customers on the internet, there are many people prefer the ads which are posted
by the companies and make a purchase decision because of it. There are different companies
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which are advertising their products and services on social networking sites in an attractive
manner such as by providing a discount on the product which gets the attention of customers.
According to the view of Kim, Kim & Wachter, (2013).. With the advancement in the field of
technology and Internet, and with growth in the popularity of social media among people, this
platform has emerged as a marketing tool for various companies that have not only gained a
major market share but has also received an idea about customers requirement or choice from
this tool. The social media platform has evolved as a powerful tool for the companies. The
reviews or the feedback gained through it helps companies to make more consumer-oriented
strategies. Nowadays, most of the companies are embracing the social media approach as a major
market opportunity and challenges.
As per the view of Yadav, Joshi & Rahman, (2015) The Social media marketing platform
help the customer to get an idea about a service or a product that has been introduced by the
company. Many time, target customers like teenagers, business professionals are made informed
or get notification about a service or a product related to their use, from the social media page of
the company. Apart from that, they can also compare various products or services provided by
different companies, discuss the pros and cons of a service or a product from other customers
and experts over social media platform and can get or give their feedback. Also, it helps the
customers to approach directly with the company for any issue or review.
Customers find the social media marketing and campaign as an innovative and interactive
approach as compared to the traditional marketing practices. Majority of the customers use
various social media platform to browse the products and based on its reviews, make the final
purchase. The interaction with people over the social media platforms motivates the customers to
buy the services that are been advertised. Also, tech savvy customers find it more real-time and
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fast way to view the details and features of a launched product. Also, customers find it fun to be
part of any sort of brand or product related activity that is been held on social media platform.
Also, if they liked a product, they can recommend it further in their social media circle or group,
benefiting other customers and promoting for the company too( Tirunillai, & Tellis, 2014).
However, as many times, it is impossible for a customer to physically check a product or
service online, it may lead to a feeling of uncertainty about quality in his minds. Also, customers
are not sure about the claims of heavy sale or discounts made over social media platform as
many times such offers turn out to be a hoax (Kim, Kim, and Wachter, 2013). The reviews and
responses of multiple experts on multiple social media platforms lead to the customer in a state
of confusion to whether buy the product or not. Also, many times the customers find the online
ads or social media advertisements as disturbing or annoying and try to avoid them. Sometimes
the excessive marketing of a particular service or a product raises the customers’ expectations,
failing to makes the customer frustrated and also affect companies’ image.
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CHAPTER 3: RESEARCH METHODOLOGY
3.1 Introduction
Research methodology chapter is important chapter as it assists researcher to carry out
the investigation in an appropriate direction. There are different tools and techniques are
included in this chapter such as research design, approach and collection method. This all help
research to get a valid outcome in accordance with the tools and techniques. Furthermore, the
scholar will provide details expansion related to the clear justification of the selected method. As
it leads to be effective with respect reaching the aim in an effective manner. In this chapter
general information related to the methods which will be used in this study will be provided
along with the justification.
3.2 Type of investigation
There are two types of investigation that are qualitative and quantitative which are very
important with respect to carry out the research in an effective manner. The qualitative type of
investigation is a theoretical method in which entire study is followed by the depth analysis. On
the other side, in quantitative investigation generally demands different statistical tools and
techniques such as regression, correlation, and descriptive test etc. It supports investigator to
assess the relationship between the two variables (Kerr, Eckert and Wandwabwa, 2016).
In the present research qualitative investigation is applied as it help in investigating the exploring
the role of mobile marketing communication on social media networks and how it contributes to
customers' experience. The rationale behind using these techniques is that it helps developing
deep understanding related to the topic with depth analysis. It also proves to be effective through
which researcher can get a valid outcome on the basis of which conclusion can be drawn.
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3.3 Research approach:
The research approach is regarded as a significant aspect of methodology while
conducting a research work. This tactic plays a key role in analyzing the pattern of data
collection. There are basically two types of research approaches which can be used by researcher
while carrying out and undertaking the study (Abidin, and et. al., 2016). These are inductive and
deductive approaches. Both are different from each other and used for varied purposes. Out of
the inductive research, approach demands the generalization of the gathered data and then
relevant or specific information is collected. This type of approach is based on the theoretical
framework. Hence, while conducting the research, the researcher makes use of different theories
for the inductive approach. In addition to this, it should be recognized that the better outcomes
can be attained by them when this approach is followed by the qualitative method of evaluation.
On the other hand, the deductive approach is initially concentrated on the specific and relevant
information but later this is generalized (Kalra, Phadnis and Joshi, 2017). This type of approach
is used by the researchers when they are aiming at the development of a new theory. The
outcomes obtained by the deductive research approach are analyzed using quantitative facts and
aspects.
For the present research work that is undertaken to explore the role of mobile marketing
communication on social media networks, inductive research approach will be applied. The
rationale behind choosing this is to carry out the study by gathering general information at first
and then specifics data for the effective use of mobile marketing in increasing customer
experience will be observed. However, it should be recognized that this tactic will help in
developing a deep understanding associated with the selected topic. Also, it will render
assistance in creating links between the topic and the scenario. Also, by making use of primary
23

and secondary data consistency in the operations will be maintained. Hence, inductive research
approach has been selected for the collection of significant information.
3.4 Research design
The research design is regarded the process of presenting the outcomes of the gathered
information as per the aims and objectives. There are generally three types of research designs
namely descriptive, exploratory and explanatory (Hwang, and et. al., 2016). Out of them, the
descriptive design is used to explain the characteristics of the people that are included in the
research work. On the other hand, the exploratory design helps in discovering the problems that
are not yet known (Muriana and Vizzini, 2017). Moreover, explanatory design can be used by
the researcher to explore and uncover issues that affect to extract valid outcomes.
In the present research work, the research design is selected to be descriptive. The reason
behind this selection is to represent findings in an effective manner. Further, characteristics of
the people included in the research will also be described for developing a deep understanding of
the same. Thus, in this way the selected research design is effective for extracting the valid.
3.5 Research philosophy:
Philosophy for a research covers the assumptions, belief, and value of a researcher
regarding the topic. Basically, there are two types of research approaches namely, interpretivism
and positivism. In context to interpretivism, a single fact is followed by numerous facts. In
contrary to this, positivism relied upon certain facts on a specific topic (Mammen, Norton, Rhee,
and Butz, 2016).
24

In present research work, as the qualitative tool is chosen for the analyzation hence, the best
suitable research philosophy for this assessment method is interpretivism because positivism is
stocked the real facts which cannot be interpreted by the researcher on the basis of own beliefs
and assumptions. Thus, by selecting interpretivism as research philosophy various assumptions
on the chosen topic can be gathered.
3.6 Data collection:
Data collection is termed as a process which is directly linked to the different sources
from where information can be collected as it leads to directly impact the findings. It is important
for the scholar to select the appropriate method for collecting the information so that researcher
can easily reach the aims. There are two methods of collecting the information that is primary
and secondary data (Mackey & Gass, 2015). Both methods are effective as in the primary
method it is new and fresh information and it can be collected through the survey, questionnaire,
and an interview. Further, secondary information is old and already published in the books and
journals and for gathering this information internet, books and journals can be used. The present
research is based on exploring the role of mobile marketing communication on social media
networks and how it contributes to customers' experience. Therefore, both primary and
secondary method will be used for collecting the information. In the primary method, all the
information is collected from the online survey in which questions are asked from the 139
customers. The questions are taken related to mobile marketing from survey monkey.com and
websites and get approved from the supervisor.
On the other side, secondary information is collected from the internet with reliable sources,
books, and academic journals. The rationale behind using this method is that it will provide
information related to the mobile marketing and it impacts on the buying behavior of customers.
25

Also, from the survey researcher can easily get the suitable information and view of the
customers toward the mobile marketing. Hence, the selected sources will help making the
evaluation of the selected problem.
3.7 Data analysis:
Data analysis is one of the essential chapter in the entire thesis as it assist in attaining the
aims and objectives of the study and provide a valid conclusion. There are different tools and
techniques which are consisted in this chapter in respect to evaluate the collected information.
The reason behind selecting these techniques is that it helps converting the raw data into a valid
information. Therefore, it is important for the researcher to carry out the analysis of information
which is collected from different sources which are primary and secondary. There are two
techniques for analyzing the information that is quantitative and qualitative. In quantitative all
the collected data and information is present in the non-numeric. In this thematic perception is
undertaken by the scholar for carrying out the qualitative techniques. On the other side, in
quantitative techniques it is based on the numeric form (Brinkmann, 2014).
There are different statistical tools are used in respect to analyze the data. Different types of test
which are applied in quantitative investigation is Z-test, chi square test etc. It assists the research
in presenting the findings of the outcome of solution. However, it is argued that it is essential for
investigator while selecting the tools and techniques because success of the research is relies on
the information evaluated (Mebius, Kennedy, and Howick, 2016).
The purpose of this research is to carry out the study about exploring the role of mobile
marketing communication on social media networks and how it contributes to customers'
experience. Therefore, qualitative and quantitative techniques is applied in respect to analysis the
26

collected data. Here, thematic perception is undertaken for the evaluation of the information and
result is presented with the help of charts. The reason behind using these techniques is that it
helps to carry out the research that quantitative technique is more suitable as compare to others.
3.8 Ethical consideration:
Ethics need to be considered while carrying out the entire research because no study can
be completed without it. In addition, it is important to focus ethically at the time of approaching
the customers for taking the participate survey. Moreover, the reason behind conducting the
research also made clear in front of respondents and their personal information is also kept
confidential. At this juncture, no respondent was forced to take part in the survey all of them
took it with their acceptance and rights. Apart from this, the information which is collected from
secondary sources cited properly. It assists the researcher to meet all its aim and objectives in an
appropriate manner.
Research ethics is also considered at the time when all the tools and techniques are used with
respect to get valid results. It is proven to be effective because it assists the researcher to impose
valid suggestion and avoid potential issues. Along with this, all the research chapters are
completed with the given time.
3.9 Research limitation
In the present research, the investigator has been completed the entire research in an
effective manner. Further, it can be stated that there is a limitation of time and resources due to
which highly detail investigation was not carried out. For considering the present topic
researcher has selected 139 customers for the survey. This survey size is neither small nor high.
Hence, all the research activities are completed on time and in the appropriate manner.
27

Validity and reliability
In respect to raise the reliability and validity of the present study, there are different
aspects which are considered by the researcher. The main aim of the investigator is to carry out
the research in an effective manner for this purpose it is important to gather authentic sources.
The reason behind selecting all the protected data is that it helps in making research more
reliable and valid. Further, all the secondary information is collected on the basis of aims and
objectives and from right sources. This is done to show that all the information is collected and
presented in a suitable manner. Along with this, internet and websites, latest books are
considered for making research more reliable. In the current thesis quantitative investigation has
been carried out with the inductive approach with respect to raise the validity.
In the marketing there are many information which is collected with survey, further they pieces
of information form sample for a study after being transformed into variables. SPSS is a widely
used program in the marketing research in respect to obtain Statistics overviews of the data
further this data is limited with the use of statistical indicators. This is used for studying the
separate variables and to study the relationship between variables.
When all the information in questionnaire is filled by respondents that answers converted into a
variable. Further factor analysis was performed in respect to put all the questions into a one
variable. There are large amount of variables that can be minimized in the smaller amount of
previously unknown dimensions which are also mentioned to as factors.
Furthermore, in the factor analysis there are three assumption of factor which are analysis.
Further meaningless of performing a facto analysis will be checked. A multiple regression
analysis is performed in respect to determine the relationship between the one dependent variable
on various independent variables.
28

Factor analysis: In order to perform factor analysis, it is important to follow systemic procedure.
Therefore, for every variable of the conceptual model questions in the survey were asked from
the respondents. With the use of factor analysis number of questions are minimized and covert
them into a analyzable variables. Each variable which are put in a question will be put into a
factor analysis. If the questions is not significant then it will be removed from the factor analysis.
Regressions: In the regression analysis there are different condition need to be perform in respect
to uncover the relationship between two variables. Further reliability test will be performed in
order to measure the reliability of the scales from the variables that are used in the regressions.
Reliability test scale:
Reliability test scale constructed after factor analysis
Case Processing Summary
N %
Cases
Valid 138 99.3
Excludeda 1 .7
Total 139 100.0
Reliability Statistics
Cronbach's
Alpha
Cronbach's
Alpha Based on
Standardized
Items
N of Items
.599 .584 6
29

Item Statistics
Mean Std. Deviation N
Search and compare 2.2536 1.28473 138
Message content relevancy 2.5580 1.35096 138
Enhance customer
engagement 1.7609 .74043 138
High Muse 2.1594 1.10900 138
Marketing message 3.0725 1.53136 138
Informed about brands 2.2536 1.23844 138
Scale Statistics
Mean Variance Std. Deviation N of Items
14.0580 18.245 4.27139 6
To test the reliability of the scale for each variable a Cronbach’s Alpha is used which help in
measuring the internal consistency of the variables. Further there are some cut of point which is
used in this analysis that is a minimum value of 0.6. for α.
30

31

CHAPTER 4: DATA ANALYSIS
4.1 Introduction
This part of the study is essentially focused on verifying objectives of study. Researcher uses
statistics such as charts to analysis of primary data. Data analysis chapter is one of the important
chapters as it helps researcher in extracting the valid outcome which support in reaching the aims
and objectives of the study. The present investigation is on the basis of survey result. Further it is
effective in respect to reach the aims and objectives of the present research. The total questions
are 19 and the total responses to the survey questions are 140 participants.
Theme1: Most of the respondent who are between the 26 to 35 age group
Interpretation: From the chart it is analysed that 65% respondents who are between the age of 26
to 35 years. Further 26.49% who are between the age of 18 to 25 years while rest of others are
between the age of 36 to 45 and 45 and older with 8% and 0.51%.
Analysis: It is analysed that in this survey question most of the customers are between the age
group 26 to 35 who respond to the questionnaire. Further very less people are between the age of
46 and older. It shows that young generation are more attentive and interested in the social media
sites and in taking a participant in the survey as compare to older age generation.
Theme 2: Most of the participants are male.
Interpretation and analysis: From the above chart it is interpreted that 71% of participants are
male and 29% are female.
32

Analysis: It shows that males are interested in using mobile phone for using social networking
sites as compare to female. They take actively take part in survey and respond to all the survey
questions effectively.
Theme 3: Most of the respondents are students.
Interpretation: This chart shows that 68.4% of respondents are students and 28.2% are employed
and rest of them are unemployed with 0.40% and with 3% employed students.
Analysis: It shows that students are more interested in taking part in the survey as compare to
employed. It is analysed that students are more interested in the mobile marketing and they spend
their lots of time in mobile marketing.
Theme 4: Most of the participants whose cell phone have access to the internet.
Interpretation: From the above chart it shows that 99% of participants whose cell phones have
access to the internet. On the other side, only1% do not have access to the internet on the mobile
phone.
Analysis: From the result it is analysed that most of the respondent who use the internet on their
mobile phone. It shows that people are more interested to have mobile phones that have access to
the internet.
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Theme 5: Most of the respondent ignore the advertisement which they received on
mobile phone.
Interpretation: From the above chart it is analysed that 68% of respondents who ignore the
advertisement which they received on mobile phone. On the other hand, 29% who only read the
advertisement while rest of them with 3% read and open the link or call the number after
receiving advertisement.
Analysis: It shows that most of the respondents ignore the ad which they received on mobile
phone. Therefore, it is important for the company who are sending ads that their advertisement
should be attractive and grab the attention of customers. If advertisement which customer receive
through message, email or notification it should be more interesting so that people go through the
link. People who are not interested in buying the products and services they do not focus on
advertisement. However, there are different reasons due to which people avoid advertisement.
Therefore answer do not proof that people avoid ads on mobile.
Theme 6: Social media ad is the advertising method which influenced customers.
Interpretation: This chart shows that 59% of participants who are influenced from the
advertising which they viewed on social media on their cell phone. On the other hand,
34

aforementioned 21% participants who influenced through the Email Ad while 9% from SMS and
8% from Television. Further rest of the respondents are influenced through the radio Ad with 2%
and newspaper with 1%.
Analysis: The results shows that social networking sites play significant role as most of the
customer are using for receiving ads as compare to other methods. Ads which are given on
Facebook, twitter and other social networking sites lead to attract the customer attention and
encourage them to buy the products and services. Therefore, it is analysed that social media
highly influenced the customers and get their attention very easily. So, company can easily
increase the sales and profit through advertising their products and services on the social
networking sites. People get influenced because of the social media ad. Despises of the fact if ad
is attractive then people prefer to go through with it instead of ignoring this.
Theme 7: 1 to 25 percent of the time customers view mobile marketing and follow through
with purchasing the product through the using of their mobile phone.
Interpretation: The above chart shows that 39% of participants who state that 1 to 25 percent of
the time customers view mobile marketing and follow through with purchasing the product
through the using of their mobile phone. On the other hand, 33% who said that they spend up to
50% of their time and 14% replied that they spend then spend less than 1 % of the time
customers view mobile marketing and follow through with purchasing the product through the
using of their mobile phone.
35

Analysis: The above result shows that up to 39% of customer who are using mobile phone and
give time to view mobile marketing and follow through with the purchase of the products with
the use of social networking sites. People are more attracted toward the company products and
services they can easily use to sales company products and services on the social networking
sites through providing offer to customers. If the ads are attractive then, customers easily make
purchase of company products and services. However product which are provided on the
websites is as per the needs of customer then they prefer to buy it.
Theme 8: Mobile marketing do not influence customer’s decision of purchasing.
Interpretation: From the above chart it is interpreted that 46% of respondents who said that
mobile marketing dose not influence customers decision of purchasing. On the other side, 44%
who said yes mobile marketing influence customers decision of purchasing. Further there are few
of respondents who said sometimes it influenced with 8% and rest of them state that it depends
on the effectiveness of the ad with 2%.
Analysis; From the above result it is analysed that most of the respondent do not influenced from
mobile marketing. Also, it does not influence their decision-making making regarding the
purchase. It shows that company need to change the way of influencing customers. They can
make their ads more attractive through adding few features such as providing discounts or
different types of offer. It is because customer usually get attracted from the offer which they get
in advertisement and it leads to changes their decision toward the purchasing of products and
services. Decision of customer related to purchasing only influenced the customers if it is
according to their needs and wants. Therefore, the author of the study is focused also to present
concrete examples the way decision of purchasing influence through mobile marketing
36

Theme 9: 3 to 5 advertisements received by the customer on their mobile phone per week.
Interpretation: From the above result it shows that 45% customers who state that they received
up to 3 to 5 ads per week on their mobile phone. Further 15% said they do not received any ads
on their mobile phone while 15 % who replied that they received more than 5 ads on the mobile
phone.
Analysis: It shows that company are using mobile marketing effectively in respect to promote
their products and services. This can assist organisation in selling the products and services
effectively with the use of social networking sites. Theme
\ 10: Mobile marketing helps you keep up-to-date about products and services that
you are interested in
Interpretation: From the above chart it is interpreted that 44 % people who are highly agreed
and 20 % who are only agreed that Mobile marketing help you keep up-to-date about products
and services that you are interested in. on the other side, 8% state that they are disagreed and 1%
highly disagreed while 27% are neutral they neither agreed nor disagrees with the given
statement.
37

Analysis: It shows that mobile marketing plays significant roles in respect to keep up-to-date
about products and services that you are interested in. Many respondents who agree with the
given statement. Therefore, company need to provide information of their products and services
through internet marketing so that it can attract large number of customers. People are interested
in information which is provided on the internet. It is so because it helps them in making
decisions which product they need to buy. Up to date information help them to identify on which
product there is offer, and which product is on sale.
Theme 11: Mobile marketing enable customers to search and compare different products.
Interpretation: From the above chart it is interpreted that 23% respondents who are strongly
agreed and 41% who are agreed that mobile marketing enable them to search and compare
different product. Further, 9% who are disagreed and 2% are strongly disagree with the given
statements while 24% are nor agreed neither disagreed with the given statement.
Analysis: From the above result it shows that most of the respondents who said that Mobile
marketing enable customers to search and compare different products. Hence, it shows that there
mobile marketing is effective as it plays significant role in making purchase decisions. It is so
because people are using it for making comparison in different company's product in terms of
cost, quality and deliver time. Then they make decision of purchase. On the other side, it also
helps them in getting knowledge which company is providing attractive offer on products and the
way they are responding to the customers. These all facilities encourage customer to make
purchase with the use of social networking sites
38

Theme 12: Mobile modality can affect consumer attitudes positively towards mobile
marketing
Interpretation: Aforementioned chart shows that 43% respondents who are strongly agreed and
20% who are only agreed that mobile modality can affect their attitudes positively towards
mobile marketing. Further, below 13% who are disagreed with the given statements and 7%
strongly disagree while 20% are nor agreed neither disagreed mobile modality can affect
consumer attitudes positively towards mobile marketing.
Analysis: From the above interpretation it is analysed that most of the respondents who agreed
that mobile modality can affect consumer attitudes positively towards mobile marketing. Mobile
is user friendly, cost effective and time saving due to this reason it leads to positively impact
their attitude toward the mobile marketing. Therefore, it shows that more additional features are
supported in the mobile phones which provide wider range of supports to customers in terms of
searching and purchasing the products and services. Further through downloading the app it
makes easy for them to get notification of different products which lead to provide them
information related to new products. This shows that mobile marketing makes easier for the
company to enhance their sales and profitability with the use of it.
Theme 13: Customer unable to decide that content of message in mobile marketing is
relevant for them or not.
Interpretation: Aforementioned charts shows that 11% respondents who are strongly agreed
and 12 % who are only agreed that they unable to decide that content of message in mobile
39

marketing is relevant for them or not. Further, 13% who are disagreed and below 7% who are
highly disagreed that with the given statements while 57 % are nor agreed neither disagreed.
Analysis: From the above result it is analysed that most of the customers who are unable to
decide that content of message provided to them on mobile are relevant to them or not. Hence, it
shows that content of message in the mobile marketing confused them. They do not make any
types of decision related to the content. Therefore, it is important for the companies who are
using mobile marketing for promoting their products and services that they post specific content
in message. Further they also need to provide them detail information of products and provide
facility to communicate in chance if customer is unable to decide to make purchase related to
products and services. Through only providing information is not appropriate it is important to
provide contact number so that customer easily contact to them if they get confused with the
products. Most of the fake message which appear on mobile due to reason people less believe or
unable to believe on the content. Therefore, providing contact facility help them in trusting that
content is relevant.
Theme 14: Social Media is great place to increase engaging with consumers
Interpretation: An aforementioned chart shows that 40% respondents who are strongly agreed
and 13% who are only agreed that social Media is great place to increase engaging with
consumers. Further, below 17% who are disagreed and 6% highly disagreed with the given
statements while 24% are nor agreed neither disagreed with the given statements.
40

Analysis: It shows that with the help of social media people are engaged with each other and it is
used by them effectively. Further, company are using it effectively in respect to attract their
attention toward the company products and services.
Theme 15: Customers are more exposed to Mobile Marketing communications as a result
of increasing social media use.
Interpretation: From the above chart it shows that 27% respondents who are strongly agreed
and 38% who are agreed that they are more exposed to Mobile Marketing communications as a
result of increasing social media use. Further, below 4 % who are disagreed and 4% highly
disagreed that with the given statements while 27% are nor agreed neither disagreed.
Analysis: The above interpretation shows that most of the respondents who state that customers
are exposed to mobile Marketing communications as a result of increasing social media use.
Hence, it is analysed that with the use of social media customers can easily communicate with
the company. It makes easy for them to ask any query or directly complaint with the use of
Facebook, twitter etc related to the products and services. Due to this reason it is essential for the
company to ensure that it sales quality products to customer and respond their query on time in
related to increase the sales and profit. Many people in all over the world who make use of social
networking sites on mobile phone and it exposes them to mobile marketing communication.
Theme 16: Customers are disagreed that they usually respond to marketing messages
communicated via social media
41

Interpretation: From the above chart it shows that 29% respondents who are disagreed and 27%
who are strongly disagreed that they usually respond to marketing messages communicated via
social media. Further, below 7 % who are agreed and 9% highly agreed that with the given
statements while 28% are nor agreed neither disagreed with the aforementioned statements.
Analysis: The above result shows that most of the customers who are not agreed that they
respond to the marketing message communicated via social media. It shows that marketing
message related to any products and services appear on Facebook, twitter etc. are respondent by
few people. Customers who are interested in buying the products and services only respond to
the message while people who are not interested neglect the messages. On the other hand, if the
marketing message is effective and interesting then it leads to grab the attention of customers.
Attractive message with unique content help company in encourage the costumer to respond the
message. Sometimes customer also respond to the message with the use of via social media
content is not understandable to them. Hence, it shows that different customers have different
needs and wants as it depends on the organisation the way the used to communicate with the use
of social media for responding the customers.
Theme 17: The availability of social media from mobile phone has made customers more
informed about brands when making purchasing decisions.
Interpretation: From the above chart it shows that 41 % respondents who are strongly agreed
and 23% who are only agreed that the availability of social media from mobile phone has made
them more informed about brands when making purchasing decisions. Further, 6% who are
42

disagreed and 1% highly disagree with the given statements while 29% are nor agreed neither
disagreed.
Analysis: The above result shows that most of the customers who state that the availability of
social media from mobile phone has made customers more informed about brands when making
purchasing decisions. It shows that social media on mobile phone makes customers more
informed about brands; so that customers can be informed before they make decision related to
the purchasing of the products and services. Through downloading app such as Amazon app,
customer can easily get notification related to product of different company which they posted
for sale. Further any offers on the occasion also get them through the e marketing. People can
easily see the image of products and features along with the price. In addition to this they can
also make comparison of product with other company to make sure which company is selling
quality product at reasonable price. It is important for the company to ensure that it sale quality
products so that people can easily trust on them before making second time purchase.
Theme 18: More than 30 percent of day customers spend on social media using their cell
phone
Interpretation: From the above chart it reflects that 32% of customers who spend more than
30% of the day on social media with the use of their cell phone. Further 31% of customers who
are agreed that they spend maximum 30% of their day on mobile phone while only 11% of
participants who spend 10% of the day on social media with the use of their cell phone.
Analysis: There are many customers who are using social media on their mobile phone it shows
that mobile is become one of the important needs for people. With the use of social media they
can communicate with their friends and take review of product which they want to buy. Many
43

customers like to see ads which are posted on social networking sites. Therefore, it is essential
for the company to attract the customers through posting attractive ads. Further, people who have
less time they make purchase decision by seeing the company post on social networking sites.
Hence, for the company social media platform is one of the effective platforms which help in
increasing the sales of the products and services.
Theme 19: 1 to 25 percent of purchases customers make using mobile sites
Interpretation: This chart shows that more than 41% of participants who said that they make
between 1 to 25% of their purchase with the use of mobile sites. On the other hand, 26% of
respondents who replied that up to 50% of purchase they made with the use of mobile sites and
19% who made purchase up to 75% while only 10% who do not make or make too low purchase
with using of mobile sites.
Analysis: The above result shows that 41% of people who are using the mobile version sites for
making purchase decision. It shows that company who are using the mobile version sites can
easily attract the large number of customer for increasing the sale and profit. People are more
aware of products and they like online purchasing because of various reason such as lack of time
etc. In modern era people are diverted themselves toward the mobile phone as they spend most
of time on it mostly younger age people. Therefore, company can take advantage of it in respect
to make their brand one of the top brands around the world. Also, they should improve their
mobile sites.
Factor Analysis
Correlation
Matrix
44

Adverstsing
method
MB affects
decisionmaking
Search and
compare
Message
contentrele
vancy
Correlation
Adverstsing method 1.000 .185 .004 -.035
MB affects decisionmaking .185 1.000 .276 .006
Search and compare .004 .276 1.000 .338
Message contentrelevancy -.035 .006 .338 1.000
Sig. (1-tailed)
Adverstsing method .014 .482 .342
MB affects decisionmaking .014 .000 .473
Search and compare .482 .000 .000
Message contentrelevancy .342 .473 .000
Interoretation: A correlation matrix is simple a rectangular array of numbers which gives the
correlation coefficients between a single variable and every other variables in the investigation.
Here correlation is one which shows that there is relationship between the variables.
KMO and Bartlett's
Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .471
Bartlett's Test of Sphericity
Approx. Chi-Square 33.751
df 6
Sig. .000
Interpretation: In this all the diagonal elements are close to zero it reject the null hypothesis. It
shows that correlation matrix is not an identity matrix.
Theme 1: Advertising method influence an individual
Advertising method
Frequency Percent Valid Percent Cumulative
Percent
Valid .00 10 7.2 7.2 7.2
agree 82 59.0 59.0 66.2
SA 9 6.5 6.5 72.7
neutral 15 10.8 10.8 83.5
SD 2 1.4 1.4 84.9
Disagree 21 15.1 15.1 100.0
45

Total 139 100.0 100.0
Theme 2: Mobile marketing influence your decision of purchasing?
MB affect decision making
Frequency Percent Valid Percent Cumulative
Percent
Valid
. agree 4 2.9 2.9 2.9
sa 58 41.7 41.7 44.6
neutral 69 49.6 49.6 94.2
disagree 8 5.8 5.8 100.0
Total 139 100.0 100.0
Theme 3: Mobile marketing help you keep up-to-date about products and services that you
are interested in
Up to date information
Frequency Percent Valid Percent Cumulative
Percent
Valid
. agree 57 41.0 41.0 41.0
sa 26 18.7 18.7 59.7
neutral 42 30.2 30.2 89.9
disagre 4 2.9 2.9 92.8
Sd 10 7.2 7.2 100.0
Total 139 100.0 100.0
From the above descriptive test, it is analyzed that most of the people are interested in
mobile marketing as it helps in influencing their purchasing decisions. Further most of the
respondents are high agreed that Advertising method influence an individual.
Pearson correlation matrix of dependent and independent variables.
46

Correlations
Advertisin
g method
Up to date
information
Message
content
relevancy
high Informed about brands
Advertising method
Pearson
Correlation 1 -.003 -.035 .017
Sig. (2-tailed) .975 .684 .843
N
Up to date information
Pearson
Correlation -.003 1 .295** .263**
Sig. (2-tailed) .975 .000 .002
N
Message content relevancy
Pearson
Correlation -.035 .295** 1 .186*
Sig. (2-tailed) .684 .000 .028
N
High Muse
Pearson
Correlation .017 .263** .186* 1
Sig. (2-tailed) .843 .002 .028
N
Informed about brands
Pearson
Correlation .064 .356** .404** .200*
Sig. (2-tailed) .456 .000 .000 .018 1
N
From the above correlation it shows that there is relation between advertising method and
up to date information. The above table shows that there is various relationship between the
dependent variable and independent variable which are displayed above. Firstly, it is tested that
if the variables are normally distributed which is assessed by Shapiro-Wilk's test (p > .05). The
relationship between variables were measured with the use of Pearson Correlations. In the above
table it shows the strengthen and direction of these relationships. The coefficient of the
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relationships varies between minus one, where minus one represents a perfect negative
relationship and one represents a perfect positive relationship.
Apart from this another variable which is correlate with the easy of use variable is the
perceived usefulness variables (<-.003>). The above table shows the positive correlation
between perceived ease of use and perceived usefulness which is also extensively research in
former studies and this relationship is tested in hypotheses seven. Further correlation make
practical sense as well because the easier it is for consumer to influence toward the mobile
marketing as it is more efficient in getting knowledge related to the products and services.
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Discussion of the findings:
According the data analysis chapter, it was found that Social media ad is the advertising
method which influenced customers. Hence most of the people use social media to see the ads
and they are highly influence with it in respect to make purchase decision. These findings are
consistent with literature review because through mobile marketing company can easily provide
to customers timely and important information with the use of social media platform. People are
become more familiar with the mobile as they use it for multi purpose. In respect to save the time
and money people prefer to go through with ads as it help them in making purchase decision. On
Facebook, Twitter, company website customer also get different choices for selecting the product
and they can also compare one company product and services with other in respect to make
selection for particular product. Furthermore, the findings from literature review shed light on
many offers which customer receives on mobile such as flat 20% of on product encourage
customer visit their website and make purchase. On the other hand, research findings shows that
people receive more than 3 to 5 ads message on their mobile phone which influence them to
make purchase. On a critical note, there are different types of mobile marketing which are
benefiting the customers such as SMS marketing, mobile internet marketing, MMS marketing
etc. in order to get information related to the products. It shows the consistency in with the
secondary research.
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CHAPTER 5: RECOMMENDATION AND CONCLUSIONS
5.1 Limitation and further research recommendation
The findings of this study help in developing understanding of researcher related to the factors
that influence the likelihood of mobile marketing and way it influence customers decisions.
There are some limitation and short coming which have influenced the research. Firstly the
likelihood of customer for buying the product on mobile marketing. The present study focused
on the factors that influence the decision of customers related to making purchase. The important
shortcoming of this study is that external variable such as price that cannot take part in the data
analysis. Further in this all the model tested the variables reflect a little consideration. There is
one of the strongest correlation which has value that is 0.684. Therefore it can be questioned that
decision of customer related to purchase is influenced from mobile marketing. Mobile marketing
is increases as all the literature part is based on it. At the time of testing models there are some
difference for both the dependent variables and which is done in further exploration of data’s. At
last it is mentioned that there are 100 respondents were part of the surveys and most of the
respondents are males and students.
5.2 Conclusion
From the first objective that is “To analyse the recent mobile users’ reaction of using
social media platforms for marketing of products and services” it is concluded that there are
many people who are using mobile phone for purchasing the mobile phone. Implementation of
new technology in the mobile phone help companies to sales their products and people can easily
buy through it. There is increase in the trend of marketing through the internet. There are many
companies who are sending ads on mobile phone in respect to promote their products and
encourage customers to buy them. In the modern era people are become more familiar with the
mobile and they use it for different purpose. On Facebook, Twitter, company website customer
also get different choices for selecting the product and they can also compare one company
product and services with other in respect to make selection for particular product.
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Apart from this from data analysis chapter it is concluded that large number of people
are using social networking sites on their mobile phone and they are making purchase decision
through seeing the advertisement on mobile phone.
From the second objective that is “To evaluate benefits of mobile marketing for customers” it is
concluded that there are many benefits of mobile marketing for customers such as through
mobile marketing company can easily provide to customers timely and important information
with the use of social media platform. Further customer can easily track their products and
services which they purchase and changes them in case it was damaged or not effectively as per
the information. Apart from this from data analysis chapter it is concluded that people are getting
benefits from mobile phone as they can easily purchase any products and services from any place
and at anytime.
From the third objectives that is “To analyse the significance of mobile marketing in building
relationships with the customers” it is concluded that with the use of mobile marketing customers
are building relationship with companies. There are many organisation who are using it for the
purpose of communicating with customers. With the help of this company can easily identify
perception of customers toward their company product and they can serve them accordingly as it
lead to help in making strong relationship. From the data analysis chapter it is analysed that
employees use more that 30% of a day in there mobile phone for the using social media websites.
From the fourth objective that is “To understand the customers’ attitudes and perceptions
towards the use of social media as a marketing tool it is concluded that” it is concluded that there
are many customers who avoid the ads which they receive on their mobile phone. It is important
for the company to track the behaviour of employees as because the influence the customer
attention. Social media changes the perception of the customer toward the advertisement further
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it can be stated that customers who wish to buy product firstly they make comparison with
different companies and make their purchase decision. From the data analysis chapter it is
concluded that people do not think that information provided on the mobile phone is useful for
them. Further, people avoid products ads which they received on their mobile phone.
5.3 Recommendations
In the present technological era, mobile marketing plays a significant role. Further, this
tool can be sued by both the organisation and customers to improve their respective experiences.
In the present undertaking, the role of this type of marketing is being explored. Interaction using
various social media marketing tools has been a great approach to handle customers present in
any geographical location. There are further some recommendation for effective use of mobile
marketing tools for both the buyer and the sellers. Organisations are suggested to limit the
actions which are required to avail a services. These various steps are disliked by the consumers
and thus, it affects their buying behaviours. If companies undergoes a simpler set-up process
with limited actions then more customers will be attracted towards it. This in turn will increase
the profitability of the firm. Further, organisations while using mobile marketing should be
aware of the content and the pictures they are using. High quality images on the websites are
captivating , however it should be recognised that the use of large size files will slow down page
load times. Thus, this optimisation plays a major role which should be considered by
organisation while marketing through internet. This in turn will again disliked by people. The
content used on the mobile marketing should be relevant and realistic.
Also, it is recommended that the information should be kept simple so that consumers
can understand it. It is further recommended to the entities that use they should be careful of
using font size, colours, line spacing, etc. so that customers can access the information. Besides
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this, companies are advised to undergo proper sorting of the information based on its priority for
their business. It should be further recognised that the most important content on the site should
be written in very first line. It is because of the fact that customers would not scroll down it they
will not be satisfied with that is written at first. In addition to this, companies should pay
attention to the development of highly mobile-friendly websites. It helps in achieving a good
customer base by making the marketing platforms simpler to read or to navigate through. This
simplified navigation through the website will assure that the consumers do no face any problem
while accessing the marketing informations. Thus, the content will be read out by a larger figure,
hence entities will gain more profitability.
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