Mobile Marketing and Consumer’s Purchase Decisions among Students of Tertiary Institutions in Akwa Ibom State

Abstract

This study was carried out to assess the relationship between mobile marketing and purchase decisions of students in the tertiary institutions. The researchers adopted a survey research technique in the study. The population size was students of three tertiary institutions in Akwa Ibom State and a sample size of 366 employees was studied. The mobile marketing variables (independent variables) considered in the study were Short Message Service, Mobile Website and Social Media Marketing. The dependent variable was Consumer’s Purchase Decision. Research questions were answered using frequency, mean and standard deviation. The hypotheses stated were tested using Spearman Correlation Coefficient at a 5% level of significance. From the data analysis, the major findings revealed a positive and significant relationship between the dimensions of mobile marketing variables (Short Message Service, Mobile Website and Social Media Marketing) and consumer’s purchase decision of Nigerian students in the tertiary institutions. From the findings, it was concluded that there was a positive and significant relationship between mobile marketing and consumer’s purchase decision of Nigerian students in Akwa Ibom State. In line with this, it was recommended that companies should endeavor to influence their customers’ purchase decisions by making their products accessible through mobile devices platforms to interact with their customers and keep them informed of new product features.