Dutch Journal of Finance and Management

Exploring the impact of mobile marketing tools on the purchase intention of iberian consumers
Sara Teixeira 1 * , Ana Nunes 2
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1 CEOS, Polytecnhic University of Porto, Portugal
2 University of Vigo, Spain
* Corresponding Author
Research Article

Dutch Journal of Finance and Management, 2024 - Volume 7 Issue 1, Article No: 27725
https://doi.org/10.55267/djfm/14679

Published Online: 09 Jun 2024

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How to cite this article
APA 6th edition
In-text citation: (Teixeira & Nunes, 2024)
Reference: Teixeira, S., & Nunes, A. (2024). Exploring the impact of mobile marketing tools on the purchase intention of iberian consumers. Dutch Journal of Finance and Management, 7(1), 27725. https://doi.org/10.55267/djfm/14679
Vancouver
In-text citation: (1), (2), (3), etc.
Reference: Teixeira S, Nunes A. Exploring the impact of mobile marketing tools on the purchase intention of iberian consumers. DUTCH J FINANCE MANA. 2024;7(1):27725. https://doi.org/10.55267/djfm/14679
AMA 10th edition
In-text citation: (1), (2), (3), etc.
Reference: Teixeira S, Nunes A. Exploring the impact of mobile marketing tools on the purchase intention of iberian consumers. DUTCH J FINANCE MANA. 2024;7(1), 27725. https://doi.org/10.55267/djfm/14679
Chicago
In-text citation: (Teixeira and Nunes, 2024)
Reference: Teixeira, Sara, and Ana Nunes. "Exploring the impact of mobile marketing tools on the purchase intention of iberian consumers". Dutch Journal of Finance and Management 2024 7 no. 1 (2024): 27725. https://doi.org/10.55267/djfm/14679
Harvard
In-text citation: (Teixeira and Nunes, 2024)
Reference: Teixeira, S., and Nunes, A. (2024). Exploring the impact of mobile marketing tools on the purchase intention of iberian consumers. Dutch Journal of Finance and Management, 7(1), 27725. https://doi.org/10.55267/djfm/14679
MLA
In-text citation: (Teixeira and Nunes, 2024)
Reference: Teixeira, Sara et al. "Exploring the impact of mobile marketing tools on the purchase intention of iberian consumers". Dutch Journal of Finance and Management, vol. 7, no. 1, 2024, 27725. https://doi.org/10.55267/djfm/14679
ABSTRACT
Mobile devices have become an integral part of our daily lives, and people use them for numerous activities, including shopping. As a result, businesses must utilize mobile marketing tools to communicate with their customers and offer personalized and differentiated products. Mobile marketing employs various tools such as location-based services, mobile applications, and mobile e-mail to attract customers and stimulate their interest in purchasing a particular product. This research seeks to identify the mobile marketing tools that influence the Iberian consumer's purchase intention. The study collected data through a questionnaire from Iberian consumers using a non-probabilistic convenience sample. The study results showed that a positive attitude towards mobile marketing is a significant factor that influences the purchase intention of a product or service. The study also revealed that location-based services and mobile applications are the most effective tools in creating a favorable attitude towards mobile marketing and, consequently, the intention of Iberian consumers to purchase a product or service. This investigation aims to provide organizations and researchers with know-how on mobile marketing and the Iberian consumer's purchase intention so that they can make better decisions and encourage further research.
KEYWORDS
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