Towards Modelling the In-Application Mobile Marketing Strategies and Consumers Engagement in Mobile Shopping

Abstract

The main rationale of this research is the impact of an application of mobile marketing strategies to purchase behaviour and consumers engagement as mediation relations. The study is filling the gaps and enabling this study in Nigeria’s context of both existing evidence and its practical applications. The Role of Contemporary Mobile Marketing Strategies is how businesses deal with their consumers’ needs by using different tools such as Campaigns, Promotions, Vouchers, Feeds. Others created The Role of Contemporary Mobile Marketing Strategies frameworks like the following customer service activities regard for the rights of customers, offering quality services and products, and giving info that's usefulӏ and truthfulӏ. The study uses Cronbach’s alpha to find the reliability of the variables and to test the internal consistency of the variables. The study conducted one pilot study of 30 participants; those are residence people in Nigeria and use the mobile apps for shopping (this group will not be part of the actual data collection).