Mobile Marketing: Exploring the Efficacy of User-Centric Strategies for Enhanced Consumer Engagement and Conversion Rates

• DOI: 10.15379/ijmst.vi.1425
• Publication Date: 2023-06-26T15:34:50Z
• Authors: Mohammad Khalaf D...; Marzouq Al-Qeed; Ahmad Y A Bani Ahmad; Jassim Ahmad Al-G...
• Keywords: Customer engagement; USable; User Engagement

This research investigated user-centric strategies in mobile marketing, focusing on consumer engagement and conversion rates. 400 questionnaires were distributed, with 385 usable responses obtained. The study used Partial Least Squares (PLS) analysis to assess the relationships between desired outcomes. yielded positive findings, confirming effectiveness of driving improving rates marketing. Personalized content recommendations, interactive features, ease use, location-based services, social integration, push notifications found positively influence behavior. emphasized importance personalization as a key driver Tailored messages experiences based user preferences significantly enhanced engagement. Additionally, features seamless fostered increased improved