Mobile Marketing: A Consumer Behaviour Perspective: An Abstract

The penetration and use of smartphones worldwide has shown a significant increase. This provides a context for the growth of mobile marketing as a channel to interact with consumers with different characteristics and functions to those offered by traditional media marketing. It is important then to study the mechanisms of adoption and use of mobile technologies, since the rise of e-commerce facilitated the emergence of a third screen, mobile marketing, which now allows users to access an almost unlimited amount of information on brands at any time and place through mobile devices. These new tactics take advantage of attributes such as larger screens and resolution, the possibility of browsing the network and the option of downloading and using thousands of applications, which are opportunities to develop new mechanisms of interaction with customers. In this context, there is a need to perform more research from a theoretical perspective about digital consumer behaviour issues, in order to support decision-making in organisational and management science, specifically those related to the marketing function. In order to address this phenomenon, this project proposes to apply an alternative model known as behavioural perspective model. The BPM proposes the search for an interpretation of buying patterns that is centred on the principles of consumer behaviour analysis. This is an alternative to the cognitive paradigm that has prevailed since the 1970s as the main theoretical and methodological source for researchers in the area of consumer behaviour. The problem with the use of cognitive constructs in this field is their inability to predict consumer behaviour reliably from previous measurements that can be performed on multiple cognitive variables. This is mainly because attitudes and other organ-based processes are unable to predict behaviour except under very rigorous conditions where the situational correspondence between the construct and the intended behaviour is ensured. Thus, consumer behaviour is established as the most significant predictor variable to explain other purchasing behaviour, which has led to the development of a research approach where greater importance is given to the analysis of situational factors that relate to the behaviour of individuals in the contexts of purchase and consumption.