Dutch Journal of Finance and Management

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

Views: 919 | Downloads: 408

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.

Mobile marketing Tools Purchase intention Attitude Location-based services Mobile applications

• Ahmed, B., & Rashid, S. (2023). The Impact of Digital Marketing on Consumer Buying Intention—A case study of Pakistan. International Journal of Experiential Learning & Case Studies, 8(1), Article 1. https://doi.org/10.22555/ijelcs.v8i1.869
• Akinbode, M. (2014). Influence of Mobile Marketing on Consumer Purchase Behaviour in Organized Institutions in Lagos State,Nigeria [Phd, Covenant University]. http://hdl.handle.net/123456789/961
• Alameer, M. I., Suhluli, A. A., & Khalufi, N. A. (2022). Role of Mobile Marketing on Consumer Purchase Intention. International Journal of Mechanical Engineering, 7(2), 1445–1451.
• Atar, R., Jadhav, B. T., & Wagh, J. A. (2021). An Overview of Digital Marketing (SSRN Scholarly Paper 3980984). https://doi.org/10.2139/ssrn.3980984
• Barutçu, S. (2007). Attitudes towards mobile marketing tools: A study of Turkish consumers. Journal of Targeting, Measurement and Analysis for Marketing, 16(1), 26–38. https://doi.org/10.1057/palgrave.jt.5750061
• Barutçu, S. (2008). Consumers’ Attitudes Towards Mobile Marketing and Mobile Commerce in Consumer Markets. Ege Academic Review, 8(1), 15–32.
• Bauer, H., Reichardt, T., Barnes, S., & Neumann, M. (2005). Driving consumer acceptance of mobile marketing: A theoretical framework and empirical study. Journal of Electronic Commerce Research, 6.
• Bismo, A., Putra, S., & Melysa. (2019). Application of Digital Marketing (social media and email marketing) and its Impact on Customer Engagement in Purchase Intention: A case study at PT. Soltius Indonesia. 2019 International Conference on Information Management and Technology (ICIMTech), 109–114. https://doi.org/10.1109/ICIMTech.2019.8843763
• Costa, H. de J. (2013). Building consumer-brand relationship through mobile marketing [masterThesis]. https://repositorio.iscte-iul.pt/handle/10071/6806
• Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1989). User Acceptance of Computer Technology: A Comparison of Two Theoretical Models. Management Science, 35(8), 982–1003.
• Dementiev, A. (2018). Spain vs Portugal: The turbulent past and the complicated present. Cuadernos Iberoamericanos, 0(2), Article 2. https://doi.org/10.46272/2409-3416-2018-2-14-21
• Donga, G. (2017). Consumer Acceptance of Mobile Marketing through Mobile Phones: A Case Study of South African University Students. University of Venda.
• Donga, G., Kadyamatimba, A., Zindiye, S., & Chibonda, T. (2018). Consumer Acceptance of Mobile Marketing through Mobile Phones: A Case Study of South African University Students. Information Technology Journal, 17(1), 1–10.
• Gao, T., Rohm, A. J., Sultan, F., & Huang, S. (2012). Antecedents of consumer attitudes toward mobile marketing: A comparative study of youth markets in the United States and China. Thunderbird International Business Review, 54(2), 211–224. https://doi.org/10.1002/tie.21452
• Gazley, A., Hunt, A., & McLaren, L. (2015). The effects of location-based-services on consumer purchase intention at point of purchase. European Journal of Marketing, 49. https://doi.org/10.1108/EJM-01-2014-0012
• Gitnux. (2023). The Most Surprising Mobile Apps Statistics And Trends in 2024 • Gitnux. https://gitnux.org/mobile-apps-statistics/
• Granat, J., & Stanoevska-Slabeva, K. (2007). Impact of Mobile E-Mail in Corporate Environment. https://aisel.aisnet.org/cgi/viewcontent.cgi?article=1082&context=ecis2007
• Hair, J. F., Babin, B. J., Anderson, R. E., & Black, W. C. (2022). Multivariate Data Analysis. Cengage Learning.
• Hsu, C.-L., & Lin, J. C.-C. (2015). What drives purchase intention for paid mobile apps? - An expectation confirmation model with perceived value. Electronic Commerce Research and Applications, 14(1), 46–57. https://doi.org/10.1016/j.elerap.2014.11.003
• Ismail, M., Razak, R. C., Yusoff, M. N. H., Zulkifli, W. F. W., Hoo, W. C., & Teck, T. S. (2022). Develeoping the Model on Factors Influencing Intention and Actual Use of Mobile Marketing Services In Malaysia. RES MILITARIS, 12(5), Article 5.
• Jain, S., Goel, P., & Jain, S. (2021). Understanding Consumer Sentiments Towards Marketing: An Investigation in Indian Context. Vision-The Journal of Business Perspective. https://doi.org/10.1177/09722629211027327
• Jamalzadeh, M., Behravan, N., & Masoudi, R. (2012). An Empirical Study of Email-Based Advertisement and its Influence on Consumers’ Attitude. International Review of Management and Marketing, 2.
• Jang, S. H., & Lee, C. W. (2018). The Impact of Location-Based Service Factors on Usage Intentions for Technology Acceptance: The Moderating Effect of Innovativeness. Sustainability, 10(6), Article 6. https://doi.org/10.3390/su10061876
• Jebarajakirthy, C., Maseeh, H. I., Morshed, Z., Shankar, A., Arli, D., & Pentecost, R. (2021). Mobile advertising: A systematic literature review and future research agenda. International Journal of Consumer Studies, 45(6), 1258–1291. https://doi.org/10.1111/ijcs.12728
• Khan, I., & Iftikhar, F. (2017a). The Impact of Email Marketing, Mobile Marketing and Retargeting on online Consumer Buying Behavior. https://www.semanticscholar.org/paper/The-Impact-of-Email-Marketing%2C-Mobile-Marketing-and-Khan-Iftikhar/65ef8fc2365d9cb4dccb783b46e7eb1815adebe1
• Khan, I., & Iftikhar, F. (2017b). The Impact of Email Marketing, Mobile Marketing and Retargeting on online Consumer Buying Behavior [Haaga-Helia University of Applied Sciences]. http://www.theseus.fi/handle/10024/136457
• Kim, S. C., Yoon, D., & Han, E. K. (2016a). Antecedents of mobile app usage among smartphone users. Journal of Marketing Communications, 22(6), 653–670. https://doi.org/10.1080/13527266.2014.951065
• Kim, S. C., Yoon, D., & Han, E. K. (2016b). Antecedents of mobile app usage among smartphone users. Journal of Marketing Communications, 22(6), 653–670. https://doi.org/10.1080/13527266.2014.951065
• Kumar, A., Lee, H.-J., & Kim, Y.-K. (2009). Indian consumers’ purchase intention toward a United States versus local brand. Journal of Business Research, 62(5), 521–527.
• Kumar, V., & Mittal, S. (2020). Mobile marketing campaigns: Practices, challenges and opportunities. International Journal of Business Innovation and Research, 21(4), 523–539.
• Laksamana, P. (2016). The Role of Permission on Purchase Intention in Mobile Marketing in Banking. Journal of Marketing Management (JMM), 4. https://doi.org/10.15640/jmm.v4n2a4
• Lamichhane, B. (2022). Impact of Digital Marketing on Consumer Behavior in Pokhara. KIC International Journal of Social Science and Management, 1(1), Article 1. https://doi.org/10.3126/kicijssm.v1i1.50660
• Maghnati, F., & Ling, K. (2013). Exploring the Relationship between Experiential Value and Usage Attitude towards Mobile Apps among the Smartphone Users. International Journal of Business and Management, 8(4). https://doi.org/10.5539/ijbm.v8n4p1
• Malhotra, N. K., Nunan, D., & Birks, D. F. (2020). Marketing Research. Pearson UK.
• Marôco, J. (2018). Análise Estatística com o SPSS Statistics.: 7a edição. ReportNumber, Lda.
• Martins, J., Costa, C., Oliveira, T., Gonçalves, R., & Branco, F. (2019). How smartphone advertising influences consumers’ purchase intention. Journal of Business Research, 94, 378–387. https://doi.org/10.1016/j.jbusres.2017.12.047
• McCorkle, D., Jurkus, V., Auruskeviciene, V., & Reardon, J. (2013). The antecedent effects of SMS marketing on consumer intentions. International Journal of Business, Marketing, & Decision Science, 6(1), 88–105.
• Megdadi, Y. A. A., & Nusair, T. T. (2011). Shopping Consumer Attitudes toward Mobile Marketing: A Case Study among Jordanian User’s. International Journal of Marketing Studies, 3(2). https://doi.org/10.5539/ijms.v3n2p53
• MMA. (2008). Mobile Marketing Industry Glossary.
• MMA. (2013). The Mobile Marketing Roadmap: How Mobile is Transforming Marketing for Targeting Next Generation Consumers.
• Motoki, P. A. S., Cristo-Andrade, S., Motoki, F. Y. S., & Mainardes, E. W. (2022). The Influence of Culture on Entrepreneurship: Differences Between the Perceptions of Portuguese and Spanish Cultures. Journal of the Knowledge Economy, 13(4), 3002–3028. https://doi.org/10.1007/s13132-021-00845-3
• Patsiotis, A., Atik, M., & Perrea, T. (2020). The influence of m-marketing tools on consumer buying process: Evidence from the dining sector. International Journal of Retail & Distribution Management, ahead-of-print. https://doi.org/10.1108/IJRDM-06-2018-0109
• Pereira, J., Ostritsova, V., & Pereira, J. (2019). ICTs Adoption in SMEs Located in Rural Regions: Case Study of Northern of Portugal and Castela and Leão (Spain) (pp. 682–691). https://doi.org/10.1007/978-3-030-32523-7_51
• Piñeiro-Otero, T., & Martínez-Rolán, X. (2015, April 1). Music radio APPs in Spain and Portugal. Old strategies in the Self-Communication eraMusic radio APPs in Spain and Portugal. Old strategies in the Self-Communication era.
• Reis, J. (2010). Duas economias singulares: Portugal e Espanha, uma vizinhança contingente? Revista de História Das Ideias, 31, 553–567. https://doi.org/10.14195/2183-8925_31_20
• Royo, S. (2010). Portugal and Spain in the EU: Paths of economic divergence (2000-2007). Análise Social, XLV(195), 209–254.
• Sabbagh, F. (2021). Email Marketing: The most Important Advantages and Disadvantages. Journal of Economics and Technology Research, 2, p14. https://doi.org/10.22158/jetr.v2n3p14
• Sádaba, C., Fernández-Duval, G., García-Manglano, J., Lapa, T., & Cardoso, G. (2023, September). Os jovens portugueses e espanhóis utilizam os telemóveis de forma diferente? O Observatório Social - Portugal. https://oobservatoriosocial.fundacaolacaixa.pt/pt/-/o-tipo-de-utilizacao-que-os-jovens-portugueses-e-espanhois-dao-ao-telemovel-e-semelhante-e-condiciona-o-seu-bem-estar-e-satisfacao
• Saeed, M., & Bekhet, H. (2018). Influencing Factors of Mobile Marketing among Young Malaysian Customers. Australian Journal of Basic and Applied Sciences, 12, 63–72. https://doi.org/10.22587/ajbas.2018.12.9.11
• Sampieri, R. H. (2018). METODOLOGÍA DE LA INVESTIGACIÓN: LAS RUTAS CUANTITATIVA, CUALITATIVA Y MIXTA. McGraw-Hill Interamericana.
• Samsudeen, S. N., & Kaldeen, M. (2020). Impact of Digital Marketing on Purchase Intention.
• Sanchez, P. R. P., Correia, M. B., & Saura, J. R. (2019). An empirical examination of adoption of mobile applications in Spain and Portugal, based in UTAUT. International Journal of Mobile Communications, 17(5), 579. https://doi.org/10.1504/IJMC.2019.102085
• Seitz, V. A., & Aldebasi, N. M. (2016). The effectiveness of branded mobile apps on user’s brand attitudes and purchase intentions. Review of Economic and Business Studies, 9(1), 141–154.
• Seitz, V., & Aldebasi, N. (2016). The Effectiveness of Branded Mobile Apps on User’s Brand Attitudes and Purchase Intentions. Review of Economic and Business Studies, 9. https://doi.org/10.1515/rebs-2016-0029
• Shahina, F., & Sachitra, V. (2021). Mobile Marketing Initiatives on Consumer Attitudes and Buying Behaviour of Young Consumers in Sri-Lanka. Asian Journal of Advanced Research and Reports, 54–67. https://doi.org/10.9734/ajarr/2021/v15i130358
• Shieh, C.-H., Xu, Y., & Ling, I.-L. (2019). How location-based advertising elicits in-store purchase. Journal of Services Marketing, 33. https://doi.org/10.1108/JSM-03-2018-0083
• Statista. (2023). U.S. top benefits of location-based marketing use 2019. Statista. https://www.statista.com/statistics/1040830/location-based-marketing-leading-benefits-us/
• Statista. (2024a). Annual number of mobile app downloads worldwide 2023. Statista. https://www.statista.com/statistics/271644/worldwide-free-and-paid-mobile-app-store-downloads/
• Statista. (2024b). Number of e-mail users worldwide 2026. Statista. https://www.statista.com/statistics/255080/number-of-e-mail-users-worldwide/
• Sultan, F., Rohm, A. J., & Gao, T. (2009). Factors Influencing Consumer Acceptance of Mobile Marketing: A Two-Country Study of Youth Markets. Journal of Interactive Marketing, 23(4), 308–320.
• Sundareswaran, G., Kamaraj, H., Sanjay, S., Devi, A., Elangovan, P., & P, K. (2022). Consumer Behavior Analysis. International Journal of Research and Applied Technology (INJURATECH), 2(1), Article 1. https://doi.org/10.34010/injuratech.v2i1.6536
• Tarnanidis, T. (2024). Exploring the Impact of Mobile Marketing Strategies on Consumer Behavior: A Comprehensive Analysis. International Journal of Information, Business and Management. (ISSN 2218-046X). 16, 1–16.
• Tong, S., Luo, X., & Xu, B. (2020). Personalized mobile marketing strategies. Journal of the Academy of Marketing Science, 48(1), 64–78. https://doi.org/10.1007/s11747-019-00693-3
• Varshney, S., & Joy, J. (2015). Consumer Attitudes toward Mobile Marketing and Its Impact on Customers. International Journal of Information, Business and Management, 7(2), 44–62.
• Waheed, A., Zhang, Q., Farrukh, M., & Khan, S. Z. (2021). Effect of Mobile Social Apps on Consumer’s Purchase Attitude: Role of Trust and Technological Factors in Developing Nations. Sage Open, 11(2), 21582440211006714. https://doi.org/10.1177/21582440211006714
• Wu, P. C. S., Yeh, G. Y.-Y., & Hsiao, C.-R. (2011). The effect of store image and service quality on brand image and purchase intention for private label brands. Australasian Marketing

This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.