Providing mobile marketing on consumer journey with customer value approach

Document Type : Original Article

Authors

1 دانشکده مدیریت - مدیریت بازرگانی

2 Marketing management department, scientific and research branch, Azad Islamic university, Tehran, Iran

Abstract

The purpose of this study is to "present a mobile marketing model with regard to the approach of customer expected value through customer journey." we identified the components and indices of the mobile marketing model. The study population in the qualitative part includes marketing experts and university professors and in the quantitative part includes marketing managers and senior managers. The sample size in the qualitative part of study was 10 of experts in the field of marketing management and in the quantitative section, due to the infinite statistical population, 384 marketing managers were selected according to Morgan table. a semi-structured interview in the qualitative section and a questionnaire in the quantitative section were used which its content validity confirmed by experts and Delphi method. Construct validity is confirmed through confirmatory factor analysis in SmartPLS software. In order to analyze the data in the qualitative part, MAXQDA software and in the quantitative part, Kolmogorov-Smirnov tests were used for normal testing and confirmatory factor analysis and structural equation modeling tests were used to confirm the components and model presentation in SmartPLS software. The results showed that Gamification and advertising have a significant effect on consumer behavior, social media and expected value. The results of the model also showed that the components of consumer behavior, social media and expected value due to the quality of customer journey from beginning to the end can affect the promotion and expansion of m

Keywords

Political Sociology of Iran
Volume 5, Issue 9
November 2022
Pages 1678-1706

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