Effect of Mobile Marketing on Online Purchase Intention in Urban Area

Authors

  • Achint Dahal Kathmandu College of Management, Kathmandu, Nepal https://orcid.org/0009-0006-2750-9183
  • Ankur Acharya Kathmandu College of Management, Kathmandu, Nepal
  • Subruto Shilpakar Kathmandu College of Management, Kathmandu, Nepal
  • Pratham Risal Kathmandu College of Management, Kathmandu, Nepal
  • Aditya Narasariya Kathmandu College of Management, Kathmandu, Nepal
  • Misam Hang Lawati Kathmandu College of Management, Kathmandu, Nepal

DOI:

https://doi.org/10.3126/npjbe.v6i1.58906

Keywords:

purchase intention, mobile marketing, trust, relevance, information

Abstract

This study aims to investigate the effect of mobile marketing on the online purchase intentions of Nepalese consumers, particularly in metropolitan areas. The study used non-probability convenience sampling to survey 105 consumers who were targeted by companies using mobile marketing for promotions. The data collected was analyzed using descriptive statistics, correlation, ANOVA, two sample tests, and multiple regression. The findings suggest that mobile marketing alerts, information, trust, and relevance have a significant effect on online purchase intention. The study provides useful insights for marketing and branding strategies.

Related research has explored the impact of customer satisfaction with online purchases on website continuance intention (WCI) in Qatar, with a focus on the moderating effect of word-of-mouth (WOM) on the relationship between customer satisfaction and WCI. The study found that online shopping is a vital and interesting activity in the Qatari context, and the findings provide useful insights for future studies to explore the effects of COVID-19 on online purchase intentions. Other research has investigated the impact of product-related and social factors on the purchase intention of smartphone buyers in Nepal, as well as the predictive power of demographic factors on the purchase intention of Kosovar citizens.

Overall, the findings of this study suggest that mobile marketing can have a significant impact on online purchase intention among Nepalese consumers. Companies can use mobile marketing alerts, information, trust, and relevance to increase their online sales. However, it is important to consider the specific context and cultural factors when developing marketing and branding strategies. Further research can explore the impact of mobile marketing on online purchase intention in other contexts and investigate the effectiveness of different mobile marketing strategies.

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Author Biographies

Achint Dahal, Kathmandu College of Management, Kathmandu, Nepal

BBA Scholar

Ankur Acharya, Kathmandu College of Management, Kathmandu, Nepal

BBA Scholar

Subruto Shilpakar, Kathmandu College of Management, Kathmandu, Nepal

BBA Scholar

Pratham Risal, Kathmandu College of Management, Kathmandu, Nepal

BBA Scholar

Aditya Narasariya, Kathmandu College of Management, Kathmandu, Nepal

BBA Scholar

Misam Hang Lawati, Kathmandu College of Management, Kathmandu, Nepal

BBA Scholar

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Published

2023-09-29

How to Cite

Dahal, A., Acharya, A., Shilpakar, S., Risal, P., Narasariya, A., & Lawati, M. H. (2023). Effect of Mobile Marketing on Online Purchase Intention in Urban Area. New Perspective: Journal of Business and Economics, 6(1), 43–51. https://doi.org/10.3126/npjbe.v6i1.58906

Issue

Section

Research