Authors: Ms.Nashria Seerin.A, Ms. Amirtha.R. N, Ms.Sri Ranjani.A
Abstract: Mobile marketing has become a pivotal component of modern marketing strategies due to the rapid proliferation of mobile devices and their deep integration into everyday life. This study examines how mobile marketing influences consumer behaviour, including decision-making processes, purchasing patterns, and engagement with brands through mobile chan-nels. By analysing various mobile marketing techniques — such as SMS promotions, mo-bile app notifications, and location-based advertisements — the research highlights how personalized, timely, and accessible mobile communications shape consumers’ attitudes and actions at different stages of the buying journey. Findings indicate that mobile marketing significantly impacts convenience, product awareness, impulse buying, and in-store as well as online purchase decisions, ultimately altering how consumers interact with brands and make purchasing choices. The study also discusses challenges marketers face in creating relevant and non-intrusive mobile content that resonates with diverse consumer segments. The results offer valuable insights for businesses seeking to refine mobile marketing strate-gies to better align with evolving consumer preferences and behaviours in a mobile-centric marketplace.
DOI: http://doi.org/10.5281/zenodo.20631241
