Hassan Almahdi, Shajahan Shamsudeen and Nasser Khalufi
Purpose of the research was to explore the role of proximity marketing communication of local retailers on GSM mobile phones and how does it contributes to customers’ shopping experience and influence their perception towards the latest state of the art technology like Near Field Communication (NFC) and Short Message Service - Cell Broadcast (SMS-CB) in brand positioning and message credibility. Analysis were done with sample size of 300 and with the help of 20 statements related to thematic perception on proximity marketing for exploring the marketing effectiveness of proximity marketing communications on NFC and SMS-CB enabled mobile phones and their message authenticity on a five point scale. For analyzing the research data, both qualitative and quantitative research techniques were employed extensively. During data analysis, it was established that retailers which were adopted proximity marketing with credible messages in their communication strategy could easily attract the large number of customers. Respondents of the study were more aware of various local retailers products frequently advertised through the proximity marketing. The result of the multiple regression showed that overall model for Marketing Effectiveness of proximity marketing communication yielded a significant statistic (F=51.972, p<0.000) and adjusted R2=0.617. it was proved that proximity marketing message content and its relevancy to weekly shopping, Latest information on new product arrival, price and brands in the proximity marketing communications on NFC and SMS-CB enabled mobile phones, proximity marketing message credibility, authenticity and trust upon the retailer and Assurance were the significant antecedents of marketing effectiveness of proximity marketing communication on NFC and SMS-CB enabled mobile phones.
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