The Impact of Mobile Advertising on Consumer Engagement in Gombe LGA, Gombe State
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- 1-5 Chapters
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- NGN 5000
Chapter One: Introduction
1.1 Background of the Study
Mobile advertising has emerged as a transformative force in the marketing landscape, leveraging the ubiquity of mobile devices to deliver targeted and personalized messages to consumers. In Gombe Local Government Area, Gombe State, the increasing penetration of smartphones and mobile internet has created opportunities for businesses to engage with consumers more effectively. Mobile advertising, which includes SMS marketing, in-app ads, and social media promotions, offers unique advantages such as real-time interaction, location-based targeting, and high visibility. According to recent studies, mobile advertising enhances consumer engagement by fostering brand awareness, encouraging interactivity, and driving purchasing decisions (Aliyu & Ahmed, 2023). This study explores the impact of mobile advertising on consumer engagement in Gombe, examining its effectiveness, consumer preferences, and challenges.
1.2 Statement of the Problem
Despite the growing adoption of mobile advertising in Gombe, its impact on consumer engagement remains under-researched. Businesses often struggle to optimize their mobile advertising strategies due to limited insights into consumer behavior and preferences. This study addresses this gap by investigating the effectiveness of mobile advertising in engaging consumers in Gombe LGA.
1.3 Objectives of the Study
1. To evaluate the effectiveness of mobile advertising in engaging consumers in Gombe LGA.
2. To identify consumer preferences regarding mobile advertising formats and content.
3. To explore the challenges businesses face in implementing mobile advertising strategies.
1.4 Research Questions
1. How effective is mobile advertising in engaging consumers in Gombe LGA?
2. What are consumer preferences for mobile advertising formats and content in Gombe?
3. What challenges do businesses face in implementing mobile advertising strategies?
1.5 Research Hypothesis
1. Mobile advertising significantly enhances consumer engagement in Gombe LGA.
2. Consumer preferences for mobile advertising formats and content vary significantly.
3. Businesses face challenges such as cost, technical expertise, and audience targeting in mobile advertising.
1.6 Significance of the Study
This study is significant as it provides valuable insights into the role of mobile advertising in driving consumer engagement in Gombe LGA. The findings will benefit businesses, advertisers, and policymakers by highlighting effective strategies for leveraging mobile advertising. Furthermore, the study contributes to the growing body of literature on mobile marketing in emerging economies.
1.7 Scope and Limitations of the Study
The study focuses on the impact of mobile advertising on consumer engagement in Gombe Local Government Area, Gombe State. It does not cover other forms of digital advertising or regions beyond Gombe.
1.8 Operational Definition of Terms
1. Mobile Advertising: The use of mobile platforms to deliver promotional messages to consumers.
2. Consumer Engagement: The level of interaction and involvement between consumers and a brand.
3. SMS Marketing: The use of text messages to promote products or services.
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