The effect of interactive mobile marketing on consumer behavior: A study of a mobile shopping app in Port Harcourt, Nigeria
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Background of the study:
Interactive mobile marketing leverages engaging, user-centric features on mobile platforms to influence consumer behavior. A mobile shopping app in Port Harcourt has integrated interactive elements such as in-app quizzes, gamified promotions, and personalized push notifications to create an engaging shopping experience. These interactive features not only capture consumer attention but also drive behavior by encouraging active participation and immediate action. The app uses real-time analytics to monitor user interactions and adjust marketing strategies dynamically, thereby enhancing the relevance and effectiveness of its campaigns. By combining interactive elements with mobile-first design principles, the app aims to boost conversion rates, customer satisfaction, and overall engagement. This study examines how interactive mobile marketing impacts consumer behavior, including purchase intent, app usage frequency, and loyalty. The research addresses both the opportunities and challenges of integrating interactive features into mobile marketing strategies, highlighting the balance between engagement and user convenience. Ultimately, the study aims to provide a framework for optimizing interactive mobile marketing to influence consumer behavior effectively.
Statement of the problem:
The mobile shopping app in Port Harcourt faces challenges in achieving consistent consumer behavior changes due to technical issues and over-complicated interactive features. Users sometimes experience delays and confusion, leading to decreased engagement and lower conversion rates. The inconsistent performance of interactive elements hampers the overall effectiveness of the marketing strategy, necessitating a closer examination of the underlying causes.
Objectives of the study:
To evaluate the impact of interactive mobile marketing on consumer behavior.
To identify challenges in implementing interactive mobile features.
To propose strategies for optimizing mobile interactivity to improve consumer engagement.
Research questions:
How do interactive mobile marketing features influence consumer behavior?
What technical and design challenges affect interactive mobile campaigns?
What strategies can enhance the effectiveness of interactive mobile marketing?
Significance of the study:
This study is significant as it highlights the role of interactive mobile marketing in shaping consumer behavior. The insights will guide mobile app developers and marketers in optimizing interactive features to increase engagement, boost conversion rates, and enhance overall user satisfaction.
Scope and limitations of the study:
The study is limited to a mobile shopping app in Port Harcourt, Nigeria, and focuses exclusively on interactive mobile marketing’s impact on consumer behavior.
Definitions of terms:
Interactive Mobile Marketing: Mobile marketing strategies that engage users through interactive features.
Consumer Behavior: The actions and decision-making processes of consumers.
Mobile Shopping App: A digital application designed for purchasing goods via mobile devices.
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