INFLUENCE OF MOBILE MARKETING ON CONSUMER PURCHASE BEHAVIOUR IN ORGANIZED INSTITUTIONS

Advances in Information and Communication Technologies are not only offering new marketing channels  of communication and interactivity  to  companies but also significantly influencing the ways in which organisations conduct their businesses and marketing activities. Marketing on Mobile devices has become one of the most popular channels of communicating with intending and potential customers, particularly in the form of text advertising through  Short Messaging Service. This study is aimed at examining the influence of mobile Marketing on consumer Purchase Behaviour among mobile phone users  in organized institutions  in Lagos State. The objectives of this study are to examine the effect of marketing messages on consumer attitude, to  identify the  effect of marketing messages on purchase behaviour and to examine  consumer  factors  that  significantly  influence attitude towards  mobile marketing. To achieve the objectives, four hypotheses were formulated from the structure of the research questions. This study was anchored on three theories: learning theory, involvement theory, and theory of reasoned action. The study employed cross-sectional survey design and the  data required for this study were gathered using a structured questionnaire. One thousand two hundred (1200) copies of the questionnaire  were administered to University students  and employees in selected  organisations. One thousand and forty three (1043)  copies were  retrieved out of which One thousand and twenty (1020) copies were used for analysis. Validity and reliability of the research instrument was carried out using composite reliability, content and construct validity.    Multi-stage sampling and systematic  random sampling techniques were used to select the respondents for this study.  Multiple regression was used to test the stated hypothesis with the use of structural modeling technique. The  first hypothesis revealed  that there  is a  significant positive effect of marketing messages on consumer attitude (C.R values were greater than 1.96 and P values  less than 0.05). The second  hypotheses revealed that consumer attitude towards marketing messages have a positive influence on purchase behaviour  (C.R values were  greater than 1.96 and P values  less than 0.05). The third hypothesis revealed that there is a significant positive effect of marketing messages on purchase behaviour (C.R values were  greater than 1.96 and P values  less than 0.05). The fourth hypothesis tested revealed that  there is a significant influence of consumer factors  (except for innovativeness, existing knowledge and social norms) on attitude towards marketing messages  (C.R values were greater than 1.96 and P values  less than 0.05). Based on these  findings, the study recommended that: (i) mobile marketing managers should determine target customers and understand their demographic characteristics  in order  to  develop successful mobile marketing programmes  and strategies; (ii) Marketing messages should be personalized to consumer  needs in stimulating positive attitude and response towards the advertised product/service; (iii) Marketers should frequently communicate with their customers in  order to build customer loyalty;  (IV) organizations and advertisers should seek consumers consent before sending them marketing messages,   as mobile phones are considered  personal assets to the owners; (v) Organisations should ensure that their marketing messages are creatively designed in order to yield value to the consumer.