Role of Mobile Marketing Communication on Social Media

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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