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Exploring the impact of mobile marketing tools on the purchase intention of iberian consumers

2024-06-09Artigo científico Acesso aberto
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dc.contributor.authorTeixeira, Sara
dc.contributor.authorNunes, Ana
dc.date.accessioned2024-06-11T13:39:21Z
dc.date.available2024-06-11T13:39:21Z
dc.date.issued2024-06-09
dc.description.abstractMobile devices have become an integral part of our daily lives, and people use them for numerous activities, including shopping. As a result, businesses must utilize mobile marketing tools to communicate with their customers and offer personalized and differentiated products. Mobile marketing employs various tools such as location-based services, mobile applications, and mobile e-mail to attract customers and stimulate their interest in purchasing a particular product. This research seeks to identify the mobile marketing tools that influence the Iberian consumer's purchase intention. The study collected data through a questionnaire from Iberian consumers using a non-probabilistic convenience sample. The study results showed that a positive attitude towards mobile marketing is a significant factor that influences the purchase intention of a product or service. The study also revealed that location-based services and mobile applications are the most effective tools in creating a favorable attitude towards mobile marketing and, consequently, the intention of Iberian consumers to purchase a product or service. This investigation aims to provide organizations and researchers with know-how on mobile marketing and the Iberian consumer's purchase intention so that they can make better decisions and encourage further research.pt_PT
dc.description.versioninfo:eu-repo/semantics/publishedVersionpt_PT
dc.identifier.citationTeixeira, S., & Nunes, A. (2024). Exploring the impact of mobile marketing tools on the purchase intention of iberian consumers. Dutch Journal of Finance and Management, 7(1), 27725. https://doi.org/10.55267/djfm/14679pt_PT
dc.identifier.doihttps://doi.org/10.55267/djfm/14679pt_PT
dc.identifier.issn2542-4750
dc.identifier.urihttp://hdl.handle.net/10400.26/51017
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.publisherIADITI Editionspt_PT
dc.relation.ispartofseries;27725
dc.relation.publisherversionhttps://www.djfm-journal.com/article/exploring-the-impact-of-mobile-marketing-tools-on-the-purchase-intention-of-iberian-consumers-14679pt_PT
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/pt_PT
dc.subjectMobile marketingpt_PT
dc.subjectToolspt_PT
dc.subjectPurchase intentionpt_PT
dc.subjectAttitudept_PT
dc.subjectLocation-based servicespt_PT
dc.subjectMobile applicationspt_PT
dc.titleExploring the impact of mobile marketing tools on the purchase intention of iberian consumerspt_PT
dc.typejournal article
dspace.entity.typePublication
oaire.citation.conferencePlacePortugalpt_PT
oaire.citation.issue1pt_PT
oaire.citation.titleDutch Journal of Finance and Managementpt_PT
oaire.citation.volume7pt_PT
rcaap.rightsopenAccesspt_PT
rcaap.typearticlept_PT

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IADITI - Dutch Journal of Finance and Management