Fiza Masood

17U00574
Section B
BBA IV
Marketing and Finance

Research Project
Impact of mobile marketing on consumer purchase intention
 CHAPTER V

Conclusion & Discussion

5.1 Conclusion:

The simple regression results presented in chapter IV show that informativeness (research
question 1), perceived usefulness (research question 2), perceived entertainment (research
question 3) and permission (research question 4) have a significant relationship with consumer
purchase intention in regards to mobile marketing. The statistical software and tests employed in
this study confirmed the relationship between all the independent variables with the dependent
variable proposed in the theoretical framework. The secondary research provided with strong
argument in favor of all the four variables. The results of this study shows that informativeness,
perceived usefulness, perceived entertainment and permission have a great deal of impact on
consumer buying intention henceforth it can help the marketing managers to construe effective
strategies (Giddens,2013; Shabhu, 2016; Yang 2010). If managers while constructing marketing
strategies work and focus on these four elements along with the other needs and wants of the
consumer, the consumer buying intention can rise by a great margin and it will go a long way.
Following paragraphs discuss the findings of the study in light of the previous literature and how
the findings of the current study contribute towards the domain of mobile marketing and
consumer purchase intention.

5.2 Discussion:

The most significant aim of empirical testing was to inspect the impact of different aspects of
mobile marketing on consumer purchase intention. Informativeness, perceived usefulness,
perceived entertainment and permission were found to be statistically significant in consideration
to consumer purchase intention. The objective of this study was to explore the influence of
mobile marketing being a communication means on generating consumers' purchase intention
and to make certain consumers attitudes in the direction of such strategy.

In the current study, informtiveness which is the ability to present the relevant information by
means of mobile marketing to people has a positive and direct impact on consumer purchase
intention. This finding is in uniformity with the findings of (Chowdury, Parvin, Weitenberner
and Becker, 2006; Unal, Ercis and Keser, 2011) who stated that informativeness of marketing
message has a positive effect on developing attitudes for mobile advertisements and if mobile
advertisers offer message gratifyingly and with suitable information, the consumers will find the
message pertinent and there is an elevated probability that they engage in such ads. Past literature
has also established this relationship between informativeness and consumer purchase intention.
The results reported in chapter IV suggest that informativeness positively impacts consumer
purchase intention which has been shown by the positive value of the beta co efficient (b1=
0.284). Hence with one unit increase in informativeness of mobile marketing messages sent by
marketer, consumer purchase intention will increase by 0.284 units. Ducoffe, 1995 claimed that
informativeness of mobile advertising escort to consumer positive attitude not merely in mobile
marketing, but as well in traditional media, informativeness persuades attitude toward the
advertising. Bauer, Barnes, Reichardt and Neumann (2005) suggested that informativeness is
acknowledged as the vital acceptance drivers of mobile marketing. If mobile marketing messages
make available a high information value, the consumers will build up an optimistic approach
towards mobile marketing leading to the behavioral intention to utilize mobile marketing
services. As for informational value, it is recommended by Sanz-Blas (2020) that producers
should offer well-timed, precise, and useful information. Based on research findings of
Saadeghvaziri and Hosseini (2010), it has been suggested that mobile advertising ought to be
informative about new products, the changes that occurred in products’ cost and raffles and
markdown.

The study further indicates that consumer purchase intention has a strong relationship with
perceived usefulness when it comes down to the mobile marketing messages. Bauer (2005)
established that the getting promotional messages is subject upon the achieved assumed
advantages from these messages; they in addition claimed that perceived usefulness was the
foundation force at the perception of consumers' treatment of mobile marketing. The findings of
this study is in line with the findings of (Gkiolnta, Saprikis & Maro, 2017; Ayanwale et al.,
2005). Jin and Yang (2012) claimed that in order to boost consumers' perceived usefulness, the
consumers ought to be provided with applicable, well-timed, exact information and services. The
results reported in chapter IV suggest that perceived usefulness positively impacts consumer
purchase intention which has been shown by the positive value of the beta co efficient (b2=
0.301). Hence with one unit increase in usefulness of mobile marketing messages sent by
marketer, consumer purchase intention will increase by 0.301 units. The findings of Al-alak
(2010) suggested that consumers who were swayed that SMS advertising messages were useful
articulated the wish to buy the advertised products. Kaas (1990) concluded that a consumer’s
judgment in the course of mobile marketing will be better if they find the utility of this marketing
service.

The current study is among the researches that have recognized and examined the significance of
perceived entertainment of mobile marketing in consideration to consumer purchase intention.
Entertainment has been seen as a foremost characteristic in mobile marketing seeing that mobile
phones have beyond doubt emerged as a juncture of media and entertainment. The results of
current study specify that there is a positive relationship between perceived entertainments of the
mobile marketing messages and consumer purchase intention. This finding is in evenness with
the findings of (Nicolaas, 2016; Oh & Xu, 2003; Vaggelis, 2017) who stated that entertainment
has an important persuasion to the consumer thoughts by using mobile marketing. The results
reported in chapter IV suggest that perceived entertainment positively impacts consumer
purchase intention which has been shown by the positive value of the beta co efficient (b3=
0.310). Hence with one unit increase in entertainment of mobile marketing messages sent by
marketer, consumer purchase intention will increase by 0.310 units. The beta value of perceived
entertainment has the highest value among all the four variables hence marketers should focus on
this aspect of the marketing messages in order impact consumer buying intentions. It gives an
immense influence to those companies that are using mobile marketing approach to put up for
sale their product, and be assessment for those companies that are more considerate about the
entertainment content whilst selling their offerings by using mobile marketing messages. In
terms of entertainment, the study done by Al-alak (2010) shows that consumers who contemplate
that SMS promotion messages were entertaining uttered more keenness to play a part in such
programs, and that there was a positive relationship between perceived entertainment and
purchase intention that means consumers who supposed that SMS advertising were entertaining
were more probable to procure the advertised products. Blanco (2010) conducted a study in
which an confirmatory affinity in the course of perceived entertainment of mobile marketing and
the comprehensive assumed value of the mobile phone marketing was brought into existence,
which moreover results in encouraging significance of mobile marketing on consumer outlook.
The study further signifies that consumer purchase intention has a strong relationship with
permission. Jolley et al., (2013) anticipated that permission based promotion has a productive
reaction in direct advertising as the aforesaid permission result is the message being further
compelling in contrast to the circumstance where prior permission is not considered as a prospect
by the advertiser. The results reported in chapter IV suggest that permission positively impacts
consumer purchase intention which has been shown by the positive value of the beta co efficient
(b4= 0.223). Hence with one unit increase in permission based mobile marketing messages sent
by marketer, consumer purchase intention will increase by 0.223 units. The study conducted by
Tsang (2004) showed that prior permissions are crucial for the companies who are concerned
about brand image, like mobile marketing maybe get blocked by the receiver and can upshot in
harming brand equity with the consumers. Barwise and strong (2002) claimed in their study that
permission is considered as one of the most principal element in mobile advertising given that
the fashion of sending not permitted advertisements to mobile phone possessor is rising; it is
when the receiver has not decided to provide the earlier information for mobile advert of some
nature. The research on this variable conducted by Al-alak (2010) concluded that service
providers ought to obtain consumers' permission earlier to using their mobile numbers and other
personal details about them.
5.2.1 Implications for Marketer:

The value of mobile marketing in marketing practices is extensively recognized because of the
distinctive features of mobile media. Effective mobile marketing strategies consequently depend
on the capacity of firms to administer and control mobile technologies and employ their features.
With the nonstop progress of mobile technology guaranteed, there will be a huge collection of
new opportunities for firms to capitalize on these features. They should intimately monitor
advancements, look for novel possibilities, and amalgamate them into their marketing strategy.
This should be performed recurrently to guarantee that they are offering up-to-date activities that
please customer needs, making the paramount use of accessible technology. Marketers must
consider that the marketing messages they are sending to the target audience are informative,
entertaining and are useful in nature. To completely make use of mobile marketing features,
firms should focus on the influence of the personal nature of mobile devices that differentiate
mobile marketing from other forms of marketing. Mobile devices must no longer be used as only
a channel for advertising. Instead, they should be considered as a digital one-to-one marketing
means where marketers connect customers in personalized relationships. The information that
customers find relevant or that they deem important should be communicated through this means
only in order to make certain that the right consumer is receiving the right message at the right
time. Diverse applications have different levels of complexity of use, and a few applications are
more appropriate for certain groups of consumers than others. A lack of familiarity or
understanding in using an application may avert customers from responding to the campaign.
Typical applications such as SMS might be the most suitable for a mass campaign, at the same
time as an ostentatious and interesting application could be used in a campaign targeting
teenagers to draw their interest. In spite of whom the target customer is or what application is in
employment, each mobile marketing campaign should be planned and implemented with
admiration to consumer privacy and safety concerns so that the most effectual results can be
realized. For instance, campaigns ought to be permission-based. The permission should be
definite to mobile devices. A way of unsubscribing should be visibly provided. An apparent
sender’s name should be attached to the message. Hence, mobile marketing campaigns have got
to put up with by relevant laws or codes of conduct.
5.2.2 Limitations & Future Directions

While this research has made a generous dedication to research and practice, there are definitely
limitations present in its investigation and discoveries. There are only four variables involved in
the framework hence this study investigates the impact of mobile marketing in regards to those
four variables only. The data collected was geographically limited because data was collected
merely from Lahore, Pakistan; data from other cities may generate different results. Due to time
limitation, the sample size of 250 respondents could be obtained however a big sample size of
350-400 respondents would provide better insight on impact of mobile marketing on consumer
purchase intention. Furthermore, the small sample size of the study might bring into question the
statistical validity of the results obtained. The mechanism was restricted to the quantitative
method as a result; the qualitative research for this study may be different in outcome. In
addition to this, due to covid-19, the data was collected online through Google forms only, no
other means were used which again reduced the variance. Furthermore, this research led to
investigate the consumer buying intentions particularly in Pakistan’s context however, other
important areas and countries can be examined for the same kind of research. Simply put, it can
be made more of a generalized study in the future as per other regions context.
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