Mobile Marketing and its Effects on the Online Impulsive Purchasing Tendency
Independent thesis Advanced level (professional degree), 20 credits / 30 HE creditsStudent thesis
Marketing is essential to influence consumers’ impulsive purchasing behavior and due to the fast development of both electronic and mobile commerce new ways of advertising have emerged. Mobile marketing is a channel that has the potential to be more effective than traditional mass media channels since it allows organizations to build personal relationships with their customers. The purpose of this thesis is to examine how different mobile marketing channels can influence consumers’ desire to purchase clothes impulsively online. This research is of descriptive and explanatory character and in order to answer the research purpose a quantitative study was conducted, where a questionnaire was randomly distributed to people in the city center of Luleå. The results suggest that individuals with a positive view towards SMS- and in-app advertising also react positively to online in-store promotion. Thus, the interactive effects between these promotional channels increase individuals’ general online impulsive purchasing tendency.
Place, publisher, year, edition, pages
2015. , 81 p.
Social Behaviour Law
Samhälls-, beteendevetenskap, juridik, online impulsive purchasing, mobile marketing, responsiveness to promotions and impulse purchase tendency
IdentifiersURN: urn:nbn:se:ltu:diva-58295Local ID: ee25ba51-44f3-40d0-aead-5f2814d4738cOAI: oai:DiVA.org:ltu-58295DiVA: diva2:1031683
Subject / course
Student thesis, at least 30 credits
Business and Economics, master's level
Validerat; 20150612 (global_studentproject_submitter)2016-10-042016-10-04Bibliographically approved