An assessment of mobile advertising on consumer behavior: Evidence from a food delivery app in Kaduna
- Project Research
- 1-5 Chapters
- Abstract : Available
- Table of Content: Available
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- Recommended for :
- NGN 5000
Background of the study:
Mobile advertising has revolutionized consumer interactions by providing personalized, location-based promotions directly to users’ devices. This study focuses on a food delivery app in Kaduna, examining how mobile ads influence consumer behavior and purchasing patterns (Abdul, 2023). In an era where smartphones have become ubiquitous, mobile advertising offers immediacy and targeted messaging that traditional advertising channels cannot match. The evolution of mobile technology has enabled advertisers to deploy dynamic ads that adjust to real-time consumer contexts, fostering greater engagement and conversion rates (Fatima, 2024). Consumers are increasingly relying on mobile apps for everyday services, including food delivery, where convenience and speed are paramount. This digital medium presents both opportunities and challenges; while it enhances customer experience through tailored promotions, it also raises concerns regarding privacy and ad fatigue. As the market becomes more saturated with mobile ads, the need for innovative, user-centric advertising strategies becomes critical. The study will explore how mobile ads affect consumer decision-making processes, analyze the role of personalized content, and assess the effectiveness of various ad formats. Ultimately, the research aims to provide insights into optimizing mobile advertising strategies to better align with evolving consumer expectations (Ahmed, 2025).
Statement of the problem:
Food delivery apps in Kaduna are investing heavily in mobile advertising, yet there is ambiguity regarding the actual influence of these ads on consumer behavior. Consumers often report mixed experiences, citing concerns over privacy, ad saturation, and intrusive advertising techniques (Bukar, 2023). Despite the potential for high engagement, mobile ads sometimes fail to convert due to poorly targeted messages or lack of relevance. The absence of clear metrics to evaluate consumer responses complicates strategic decision-making, making it difficult for app developers to refine their ad strategies effectively. This misalignment between advertising efforts and consumer expectations underscores a critical gap in understanding the dynamics of mobile advertising in the food delivery sector (Suleiman, 2024).
Objectives of the study:
To assess the impact of mobile advertising on consumer behavior in the food delivery sector.
To identify the factors that enhance ad relevance and consumer response.
To recommend strategies for improving the effectiveness of mobile advertising campaigns.
Research questions:
How does mobile advertising influence consumer purchasing behavior on food delivery apps?
What factors contribute to effective ad targeting in mobile environments?
How can food delivery apps optimize mobile ad strategies to enhance user engagement?
Significance of the study:
This study is vital in illuminating the role of mobile advertising in shaping consumer behavior within the food delivery industry. Its findings will assist marketers in refining ad strategies to increase conversion rates while ensuring consumer satisfaction. The research offers practical recommendations that could drive more effective, consumer-friendly mobile advertising practices (Ibrahim, 2023).
Scope and limitations of the study:
The study is limited to assessing mobile advertising impacts on consumer behavior for a food delivery app in Kaduna, Nigeria, and does not extend to other advertising platforms or industries.
Definitions of terms:
Mobile Advertising: The practice of delivering promotional content via mobile devices.
Consumer Behavior: The study of how individuals make decisions to spend their available resources on consumption-related items.
Ad Targeting: Techniques used to direct advertisements to specific segments of consumers based on various factors.
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