Gamification Design for Increasing Customer Purchase Intention in a Mobile Marketing Campaign App

2014 ◽  
pp. 440-448 ◽  
Author(s):  
Don Ming-Hui Wen ◽  
Dick Jen-Wei Chang ◽  
Ying-Tzu Lin ◽  
Che-Wei Liang ◽  
Shin-Yi Yang
Keyword(s):  
Purchase Intention ◽  
Mobile Marketing ◽  
Marketing Campaign

Influence of SMS Advertising on Consumer Behavioral Intention

2015 ◽  
Vol 27 (4) ◽  
pp. 25-42 ◽  
Author(s):  
Hongyan Lin ◽  
Zhankui Chen
Keyword(s):  
Behavioral Intention ◽  
Purchase Intention ◽  
Consumer Attitudes ◽  
Subjective Norms ◽  
Mobile Marketing ◽  
Intention To Use ◽  
Mobile Advertising ◽  
Perceived Behavior Control ◽  
The Relationship ◽  
Practical Implications

Mobile marketing has become an effective medium for advertisers. Effective mobile advertising could greatly improve customers purchase intention in this context. This study focuses on the prevailing form of mobile advertising, i.e., SMS advertising. Based on the theory of planned behavior, the authors explore the influence of SMS advertising on the consumer behavior in China. Participants are Chinese students and office workers. The results indicate that (a) the perceived infotainment and credibility have a positive significant effect on consumer attitudes, whereas irritation has a negative significant effect on consumer attitudes; (b) attitudes, subjective norms, and perceived behavior control have significant effects on the intention to use; (c) attitudes also mediate the relationship between subjective norms and intention to use; and (d) men and women pursue different paths to influence the intention to use. Based on the above results, theoretical and practical implications are also discussed in this study.

scholarly journals The Influence Of Market Related Mobile Activities On The Acceptance Of Mobile Marketing And Consumer Intention To Purchase Products Promoted By SMS In South Africa

2013 ◽  
Vol 29 (6) ◽  
pp. 1897 ◽  
Author(s):  
Richard Chinomona ◽  
Maxwell Sandada
Keyword(s):  
South Africa ◽  
Purchase Intention ◽  
Structural Equation ◽  
Mobile Marketing ◽  
Future Research ◽  
Managerial Implications ◽  
Marketing Activities ◽  
African Context ◽  
Future Research Directions ◽  
Using Data

There is an increasing attention being accorded to mobile marketing activities in recent business management literature in the past decade as both academicians and practitioners recognize that mobile activities have potential influence on mobile marketing acceptance and customer purchase intention. Notwithstanding this, there is dearth of research on the same in the African context. In view of this development, the purpose of this research paper is to investigate the extent to which mobile marketing activities influence customers mobile marketing acceptance and their purchase intention in South Africa. Five research hypotheses are postulated and using data collected from mobile marketing activities partakers, the hypotheses are tested using Structural Equation Modelling (SEM) approach (Smart PLS). Managerial implications of the findings are discussed and limitations and future research directions are indicated.

Enhancing Mobile Advertising Effectiveness in Turkey through Peer Influence

2013 ◽  
Vol 11 (4) ◽  
pp. 1-18
Author(s):  
Gözem Güçeri-Uçar
Keyword(s):  
Peer Influence ◽  
Strong Predictor ◽  
Mobile Marketing ◽  
Advertising Effectiveness ◽  
Unique Contribution ◽  
Mobile Advertising ◽  
Unified Framework ◽  
Marketing Campaign ◽  
Intention To Participate ◽  
The Relationship

This article aims to explain how involvement and peer influence may enhance mobile advertising effectiveness by increasing consumers’ intention to participate in SMS-based mobile marketing campaigns. Both individual and joint effects of these variables on marketing campaign participation intentions of Turkish consumers are analyzed. Findings indicate that involvement is not necessarily a strong predictor of campaign participation intentions in the context of mobile marketing. Peer influence, on the other hand, was shown to have a significant effect on intention to participate in an m-marketing campaign, as well as being a moderator of the relationship between involvement and campaign participation intention. A unique contribution of this study is the linking of involvement and peer influence in a unified framework to demonstrate how these two variables can jointly be used to increase m-marketing campaign participation numbers.

Exploring task-service fit and usefulness on branded applications continuance

2017 ◽  
Vol 31 (6) ◽  
pp. 574-588 ◽  
Author(s):  
Yu-Hui Fang
Keyword(s):  
Purchase Intention ◽  
Explanatory Power ◽  
Perceived Usefulness ◽  
Mobile Marketing ◽  
Future Research ◽  
Alternative View ◽  
Continuance Intention ◽  
Content Type ◽  
Psychological Barriers ◽  
Dominant Logic

Purpose Providing that branded applications (apps) became a new trend in mobile marketing, the purpose of this study, thus, is to explore how to promote app users’ continuance intention and purchase intention (i.e. “app continuance”) toward a specific branded app. Design/methodology/approach By integrating both goods-dominant logic (GDL) and service-dominant logic (SDL), this study uses a unifying model to examine whether perceived usefulness and task-service fit (TSF) have different effects on the two parts of app continuance. This study identifies task characteristic and four service characteristics (interactivity, presence, localization and ubiquity) as antecedents of TSF. Furthermore, psychological barriers are examined as mediators of TSF and purchase intention within SDL. Data collected from 631 users of the targeted branded apps support all of the proposed hypotheses. Findings The findings show that besides perceived usefulness, TSF is an essential determinant of both app continuance in the context of branded apps and a partial mediator of psychological barriers between TSF and purchase intention. Originality/value Unlike prior studies, which have focused on traditional GDL to examine continuance intention, this study incorporates SDL and the notion of psychological barriers to explore such matters. The evidence concerning the significantly higher explanatory power of the full model suggests that a deeper understanding of the antecedents of app continuance is possible when the alternative view is taken into consideration, thus providing a promising avenue for future research.

scholarly journals Role of Product Cause Fit in Cause Related Marketing Campaign Decisions

2019 ◽  
Vol 8 (5S3) ◽  
pp. 406-413
Keyword(s):  
Purchase Intention ◽  
Corporate Image ◽  
Direct Influence ◽  
Complete Understanding ◽  
Mean Values ◽  
Marketing Campaign ◽  
Cause Related Marketing ◽  
The Mean

The research started with the aim to get a better understanding of Cause Related Marketing Campaigns (CRMC) from a whole perspective. In order get a complete understanding of the Cause Related Marketing Campaigns (CRMC), the element namely Product Cause Fit was studied. The Campaigns showed to the consumers like, (PCF – 1, PCF – 2, and PCF – 3) in order to understand the consumer’s response. The consumers are moderately agreed with all three types of models. Hence their response to Cause Related Marketing Campaigns (CRMC) is moderate based on the mean values. Further the researcher found that there is a relationship between Product Cause Fit and Corporate Image. Also Corporate Image has direct influence on Purchase Intention. In this way researcher suggest the corporates to concentrate more while determining cause for Cause Related Marketing Campaign which determines the corporate image in the minds of consumers.

How Cause Marketing Campaign Factors Affect Attitudes and Purchase Intention

2020 ◽  
pp. JAR-2019-046 ◽  
Author(s):  
Chun-Tuan Chang ◽  
Xing-Yu (Marcos) Chu ◽  
I-Ting Tsai
Keyword(s):  
Purchase Intention ◽  
Cause Marketing ◽  
Marketing Campaign
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