The impact of mobile marketing on consumer purchase behavior: A case study of a fintech startup in Lagos, Nigeria.
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Background of the study
Mobile marketing has emerged as a transformative tool in influencing consumer purchase behavior, particularly in fast-evolving sectors like fintech. In Lagos, fintech startups leverage mobile channels such as SMS promotions, in-app advertisements, and mobile-optimized landing pages to reach a tech-savvy audience. This study examines how mobile marketing initiatives affect purchase decisions by delivering personalized and timely messages directly to consumers’ mobile devices. The fintech startup under study utilizes targeted mobile campaigns to promote its innovative financial solutions, aiming to enhance user convenience and build trust through seamless digital interactions. Recent research highlights that mobile marketing can drive impulsive buying and foster repeat purchases by engaging consumers in real time (Adeyemi, 2023). Furthermore, the integration of mobile analytics allows marketers to track user behavior and optimize messaging based on engagement metrics (Ibrahim, 2024). The dynamic environment in Lagos—with its high smartphone penetration and digital literacy—offers an ideal setting for exploring these trends. This investigation will assess the effectiveness of mobile marketing tactics in shifting consumer behavior, considering factors such as message relevance, frequency, and personalization. The study ultimately aims to provide actionable insights that fintech startups can leverage to enhance their marketing strategies and boost purchase behavior (Chinwe, 2025).
Statement of the problem
Fintech startups in Lagos encounter challenges in converting mobile marketing engagements into actual purchases due to fragmented messaging and oversaturation of digital content. Despite robust mobile campaigns, inconsistent personalization and timing can lead to low conversion rates. This study aims to determine the extent to which mobile marketing influences consumer purchase behavior and to identify barriers such as message fatigue and lack of targeted segmentation. The absence of a cohesive mobile strategy may result in missed opportunities for driving transactions, affecting revenue generation and competitive positioning (Adeyemi, 2023; Ibrahim, 2024).
Objectives of the study:
To assess the impact of mobile marketing on consumer purchase behavior.
To identify challenges in executing effective mobile campaigns.
To propose strategies for enhancing conversion through mobile marketing.
Research questions:
How does mobile marketing influence consumer purchase decisions?
What barriers limit the effectiveness of mobile campaigns?
Which mobile strategies can optimize purchase conversion?
Significance of the study
This study is significant as it offers critical insights into the role of mobile marketing in shaping purchase behavior within the fintech sector in Lagos. By identifying key factors that drive or hinder consumer conversions, the findings will guide fintech startups in refining their mobile strategies. These insights can help improve campaign personalization and timing, ultimately boosting sales and competitive advantage (Chinwe, 2025).
Scope and limitations of the study:
The study focuses on a single fintech startup in Lagos and examines mobile marketing’s impact on purchase behavior, without exploring broader macroeconomic influences.
Definitions of terms:
Mobile Marketing: Promotional activities conducted via mobile devices.
Consumer Purchase Behavior: The process by which consumers decide to buy products or services.
Fintech Startup: A newly established company offering technology-driven financial solutions.
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