Social determinants of cell-phone market with customer value expectation approach
Social Determinants of Health,
Vol. 7 (2021),
8 June 2021
,
Page 1-13
https://doi.org/10.22037/sdh.v7i1.36158
Abstract
Background: The aim of this study was to provide a model of social determinants of cell-phone marketing with customer expected value approach.
Methods: A mixed-method was used to identify the social components and indicators of the cell-phone marketing. The study population included marketing experts and professors in the qualitative section and managers and senior managers of marketing managers in the quantitative section. The sample size was 10 experts of marketing management in the qualitative section, and 384 people in qualitative section. To collect data, a semi-structured interview in the qualitative section and a questionnaire in the quantitative section were used. Construct validity using confirmatory factor analysis in SmartPLS software and its reliability was confirmed by using Cronbach's alpha coefficient in SPSS software. To analyze the data in the qualitative section, MAXQDA software was used. Confirmatory factor analysis and structural equation modeling tests were used to confirm the components and present the model in Smart PLS software.
Results: Game making and advertising had a significant effect on consumer behavior, social media and expected value. The results showed that the components of consumer behavior, social media and expected value had an impact on the promotion of cell-phone marketing through the quality of customer journey from beginning to end.
Conclusion: By identifying opportunities and threats, as well as identifying organizational strengths and weaknesses, with the help of web marketing and marketing through applications, recognizing customer needs and demands, obtaining information about user behavior, creating a suitable platform for easy connection and easy access.
- Cell Phone
- Marketing
- Research Design
- Value-Based Purchasing
How to Cite
References
Foroudi P, Gupta S, Sivarajah U, Broderick A. Investigating the effects of smart technology on customer dynamics and customer experience. Computers in Human Behavior. 2018;80(1):271-282.
Zho Y, Mishra S, Gligorijevic J, Bhatia T, Bhamidipati N. Understanding Consumer Journey using Attention based Recurrent Neural Networks. In Proceedings of the 25th ACM SIGKDD International Conference on Knowledge Discovery & Data Mining (KDD '19). Association for Computing Machinery, New York, NY, USA. 2019;3102-3111. DOI: https://doi.org/10.1145/3292500.3330753
Nejad Farhani M. Social Network Marketing Structures. Quarterly Journal of New Ideas in Science and Technology. 2016;2(1):1-19.
Pippi A. Inbound marketing funnel for B2C tour operator / Case Elämysmatkat. Haaga-Helia University of Applied Sciences. Theses, View Item; 2018. https://urn.fi/URN:NBN:fi:amk-2018112918970
Arbab T, Hamaidi H, Gharakhani M. Analyzing the Effective Factors on Customer Behavior in Mobile Marketing. Preprints. 2020;2020010368. doi: 10.20944/preprints202001.0368.v1.
Raj K. A Study on Consumer Attitude towards Mobile Marketing via Mobile Devices. Studies in Indian Place Names. 2020;40(25):172-178.
Arshad P, Baharun R. A Conceptual Framework Review of Gamification Elements on Mobile Marketing Outcomes. Advanced science letters. 2017;23(9):8362-8367. DOI: http://dx.doi.org/10.1166/asl.2017.9892
Rezaei T, Ghahramanian A, Abdullahzaed F, Sheikhalipour Z, Asghari-Jafarabadi M, Fadaei Z. Service Quality Gaps in the Provision of Care to Surgical Patients: a Cross-Sectional Study in the Northwest of Iran. J Caring Sci. 2018;7(3):157-162. doi: 10.15171/jcs.2018.025.
Wu Y, Li E. Marketing mix, customer value, and customer loyalty in social commerce: A stimulus-organism-response perspective. Internet Research. 2018;28(1):74-104.
Poushneh A, Emotional bonds with technology: the impact of customer readiness on upgrade intention, brand loyalty, and affective commitment through mediation impact of customer value. Journal of Theoretical and Applied Electronic Commerce Research. 2019;14(2):90-105. http://dx.doi.org/10.4067/S0718-18762019000200108
De Mooij M. Consumer behavior and culture: Consequences for global marketing and advertising: SAGE Publications Limited; 2019. https://www.amazon.com/Consumer-Behavior-Culture-Consequences-Advertising/dp/1544318162
Xi W, Gong H, Wang Q. How hand gestures influence the enjoyment in gamified mobile marketing. International Journal of Human-Computer Studies. 2019;12(7):169-180.
Lin X, Li Y, Wang X. Social commerce research: Definition, research themes and the trends. International Journal of Information Management. 2017;3(7):190-201.
Tabatabaeian F, Khabiri M, Rasooli M. Brand Personality of the Premier League of Iran's Soccer - Strategies and Consequences. Annals of Applied Sport Science. 2018;6(2):87-94. URL: http://aassjournal.com/article-1-658-en.html
Agnihotri R, Trainor K, Itani O, Rodriguez M. Examining the role of sales-based CRM technology and social media use on post-sale service behaviors in India. Journal of Business Research. 2017;8(1):144-154.
Hosseinzadeh S, Khazaneh Darloo M, Andalib A. Investigating the Impact of Marketing Benefits on Online Social Media on Strategic Positioning and Improving the Purchasing Decision Process, The First International Conference on New Research Achievements in Electrical and Computer Engineering, Tehran, International Federation of Inventors' Associations (IFIA), Applied Sciences University; 2016.
Kumar V, Reinartz W. Creating enduring customer value. Journal of Marketing. 2016;80(6):36-68.
- Abstract Viewed: 292 times
- PDF Downloaded: 198 times