INFLUENCE OF MOBILE MARKETING ON CONSUMER PURCHASE BEHAVIOUR IN ORGANIZED INSTITUTIONS IN LAGOS STATE, NIGERIA

📄 Project Abstract

Advances in Information and Communication Technologies are not only offering new marketing channels of communication and interactivity to companies but also significantly influencing the ways in which organisations conduct their businesses and marketing activities. Marketing on Mobile devices has become one of the most popular channels of communicating with intending and potential customers, particularly in the form of text advertising through Short Messaging Service. This study is aimed at examining the influence of mobile Marketing on consumer Purchase Behaviour among mobile phone users in organized institutions in Lagos State. The objectives of this study are to examine the effect of marketing messages on consumer attitude, to identify the effect of marketing messages on purchase behaviour and to examine consumer factors that significantly influence attitude towards mobile marketing. To achieve the objectives, four hypotheses were formulated from the structure of the research questi...