Examining the factors associated with consumers{u2019} behavioral intentions in the context of mobile phone marketing / Gina Talaat Abdelmordy Abdelhamid ; Supervised Gamal Sayed Abdelaziz

Thesis (M.Sc.) - Cairo University - Faculty of Commerce - Department of Business Administration

Purpose : The transformation of 2mobile phones3 into 2smartphones3 has brought about a new perspective in marketing. Marketers are continuously looking for recent technologies whether in communication or in any marketing activities such as: purchasing, selling, and promoting for the purpose of spreading their speci{uFB01}c marketing goals. Mobile phones are one of the advanced technologies that are used in executing marketing activities. This study is intended to provide a comprehensive framework that directs the research efforts to mobile phone applications and its impact on consumers{u2019} behavioural intentions. It attempts to outline the evolving issues in mobile phone marketing which is currently considered as a less expensive marketing tool. In this environment, many consumers have become multichannel users. This research increases our understanding of mobile marketing in several ways as it will focus on how mobile technology is shaping the actions of consumers. It has used the unified theory of acceptance and use of technology (UTAUT) model and its extensions to examine the impact of various constructs on consumers{u2019} attitude which shapes their behavioral intentions to use mobile phone applications. Design/methodology/approach: The constructs were tested and validated through questionnaire which was administered on a sample of 324 mobile apps users in Egypt. Descriptive statistics of the study variables was done using SPSS v.25, Structure Equation Modeling (SEM), and hypotheses were tested using Smart PLS v. 3.2.7

Issued also as CD