Mobile Marketing: Exploring the Efficacy of User-Centric Strategies for Enhanced Consumer Engagement and Conversion Rates

Authors

  • Mohammad Khalaf Daoud Department of Marketing, Faculty of Business, Applied Science Private University, Jordan
  • Marzouq Al-Qeed College of Communication and Media, Al Ain University, UAE
  • Ahmad Y A Bani Ahmad Department of Accounting and Finance, Faculty of Business, Middle East University, Amman 11831, Jordan
  • Jassim Ahmad Al-Gasawneh Department of Digital Marketing, Faculty of Business, Applied Science Private University, Applied Science Private University, Amman, Jordan

DOI:

https://doi.org/10.15379/ijmst.vi.1425

Keywords:

Mobile Marketing, User-Centric Strategies, Consumer Engagement, Conversion Rates

Abstract

This research investigated user-centric strategies in mobile marketing, focusing on consumer engagement and conversion rates. 400 questionnaires were distributed, with 385 usable responses obtained. The study used Partial Least Squares (PLS) analysis to assess the relationships between user-centric strategies and desired outcomes. The analysis yielded positive findings, confirming the effectiveness of user-centric strategies in driving consumer engagement and improving conversion rates in mobile marketing. Personalized content recommendations, interactive features, ease of use, location-based services, social integration, and push notifications were found to positively influence consumer behavior. The study emphasized the importance of personalization as a key driver of consumer engagement and conversion rates in mobile marketing. Tailored messages and experiences based on user preferences significantly enhanced consumer engagement. Additionally, interactive features and seamless user experiences fostered increased engagement and improved conversion rates.

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Author Biographies

Ahmad Y A Bani Ahmad, Department of Accounting and Finance, Faculty of Business, Middle East University, Amman 11831, Jordan

 

 

Jassim Ahmad Al-Gasawneh, Department of Digital Marketing, Faculty of Business, Applied Science Private University, Applied Science Private University, Amman, Jordan

 

 

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Published

2023-06-21

How to Cite

[1]
M. K. . Daoud, M. . Al-Qeed, A. Y. A. B. . Ahmad, and J. A. . Al-Gasawneh, “Mobile Marketing: Exploring the Efficacy of User-Centric Strategies for Enhanced Consumer Engagement and Conversion Rates”, ijmst, vol. 10, no. 2, pp. 1252-1262, Jun. 2023.

Issue

Vol. 10 No. 2 (2023): Continuous publication

Section

Articles

License

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