An inquiry into mobile app marketing innovations on purchase frequency: A case study of a fintech firm in Lagos.
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Background of the Study
Mobile app marketing has rapidly evolved as a key driver of customer engagement and purchase behavior in the fintech sector. In Lagos, a leading fintech firm has implemented innovative mobile marketing strategies—such as in-app promotions, push notifications, and personalized offers—to boost purchase frequency among users. This study examines the impact of these mobile app marketing innovations on customer purchase behavior. By analyzing user engagement data, transaction frequency, and customer feedback, the research seeks to determine how effective these strategies are in increasing the usage and monetization of the fintech app (Ogundele, 2023). The study also explores the role of user interface design, ease of navigation, and targeted notifications in shaping customer behavior. Challenges, including app fatigue, data privacy concerns, and the competitive nature of the fintech market, are discussed. Through a mixed-methods approach, combining quantitative analytics with qualitative interviews, the study aims to provide actionable insights into optimizing mobile app marketing strategies to drive higher purchase frequency (Ogundele, 2024).
Statement of the Problem
Despite significant investments in mobile app marketing, there is limited evidence on its effectiveness in driving purchase frequency for fintech firms in Lagos. The challenge lies in isolating the impact of mobile innovations from other influencing factors such as market competition and user behavior patterns. Inconsistent app performance, customer data privacy concerns, and saturation of digital notifications further complicate the assessment (Ogundele, 2023). This study seeks to address these gaps by evaluating the relationship between mobile app marketing strategies and purchase frequency, providing data-driven recommendations for enhancing customer engagement and increasing transaction rates (Ogundele, 2024).
Objectives of the Study
To assess mobile app marketing strategies used by the fintech firm.
To evaluate their impact on purchase frequency.
To recommend improvements for optimizing mobile marketing.
Research Questions
How do mobile app marketing innovations affect purchase frequency?
Which mobile strategies are most effective in engaging customers?
What challenges limit the effectiveness of mobile marketing in fintech?
Significance of the Study
This study is significant as it investigates how mobile app marketing innovations drive purchase frequency in the fintech industry. The insights will help fintech firms optimize their mobile strategies to enhance customer engagement and increase sales (Ogundele, 2023).
Scope and Limitations of the Study
The study is limited to one fintech firm in Lagos and focuses exclusively on mobile app marketing innovations.
Definitions of terms
Mobile App Marketing: Strategies used to promote and engage users through mobile applications.
Purchase Frequency: The rate at which customers make purchases.
Fintech Firm: A company that leverages technology to offer financial services.
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