stdClass Object
(
    [id] => 17114
    [paper_index] => 202507-01-023305
    [title] => ROLE OF MOBILE MARKETING IN DRIVING CONSUMER ENGAGEMENT AND BRAND AWARENESS 
    [description] => 
    [author] => Samarth Aithal, Prof Naga Subba Reddy 
    [googlescholar] => 
    [doi] => 
    [year] => 2025
    [month] => July
    [volume] => 11
    [issue] => 7
    [file] => fm/jpanel/upload/2025/July/202507-01-023305.pdf
    [abstract] => This study explores the role of mobile marketing in driving consumer engagement and enhancing brand awareness, with a particular focus on its long-term impact and potential to build brand loyalty. As mobile devices become essential tools for communication and commerce, brands are increasingly using mobile platforms to reach and interact with consumers through personalized, timely, and engaging content. This research adopts a quantitative approach based on primary data collected from 200 participants through a structured questionnaire, examining perceptions of mobile marketing strategies such as personalization, interactivity, and relevance.
Findings indicate that consumers respond positively to mobile marketing efforts that are tailored, interactive, and contextually appropriate. Elements like personalized messages, interactive features, and real-time updates were found to significantly enhance consumer interest and engagement. The study highlights that generic or irrelevant content tends to be less effective, reinforcing the importance of understanding consumer preferences and behaviours in mobile communication.
In addition to exploring the current effectiveness of mobile marketing, the study identifies key research gaps, particularly in the areas of long-term consumer-brand relationships and cross-cultural effectiveness. These gaps point to the need for more in-depth research into how mobile strategies can sustain engagement and foster brand loyalty over time and across diverse market segments. Overall, the study emphasizes the growing strategic importance of mobile marketing and calls for brands to adopt more meaningful, data-driven approaches that prioritize relevance, personalization, and long-term consumer connection.

    [keywords] => Mobile Marketing, Consumer Engagement, Brand Awareness, Marketing.
    [doj] => 2025-07-27
    [hit] => 
    [status] => 
    [award_status] => P
    [orderr] => 119
    [journal_id] => 1
    [googlesearch_link] => 
    [edit_on] => 
    [is_status] => 1
    [journalname] => EPRA International Journal of Multidisciplinary Research (IJMR)
    [short_code] => IJMR
    [eissn] =>  2455-3662 (Online)
    [pissn] => - --
    [home_page_wrapper] => images/products_image/11.IJMR.png
)
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