Exploring Mobile Marketing and Customer Experience on Social Media

This report investigates the role of mobile marketing communication on social media networks and its contribution to customer experience. The study employs both qualitative and quantitative techniques, including thematic perception analysis. The research explores mobile users' reactions to social media marketing, the benefits of mobile marketing for customers, and its role in building customer relationships. Findings indicate that companies leveraging social media attract more customers, boosting sales. The report also highlights the increasing preference for online purchasing due to convenience and comparison capabilities, particularly among young mobile users. Furthermore, the study examines customer attitudes and perceptions toward social media as a marketing tool, emphasizing how mobile social media facilitates purchasing decisions. The methodology includes a literature review, a survey of 139 customers using random sampling, and data analysis using thematic perception. The report concludes with recommendations based on the research findings.

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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