Abstract/Description
The intended research will target the problem of lack of LBA application and ineffective utilization of LBA in mobile advertising in digital marketing. Not much focus has been given to this area of marketing in the existing literature as well as practice in the context of the FMCG sector in Karachi, Pakistan. Wibisurya (2018) alluded that LBA has the potential to positively influence a consumer’s behavior towards a type of advertisement being carried out. However, FMCG marketers show a significant lack of interest in the domain. Moreover, LBA performed through SMS advertising increases two-way communication between consumers and FMCG brands, influencing behavior of consumers. However, the examination of whether the influence is positive or adverse presents gaps that show the unwillingness of marketers to participate in digital marketing implementation in the FMCG sector (Denis, 2018).
On the other hand, whether consumers are willing to share their personal information through messages for personalised messages is a matter of debate that can either increase or decrease user acceptance in comparison to without agreement (Gutierrez et al., 2019). This is because the more control a consumer is perceived to have on LBA, the more optimistic the attitude and buying intention of consumers towards LBA will be. The typical behaviour of a consumer towards LBA demonstrates their behaviour towards mobile advertisement specifically SMS (Vignesh Kandasamy et al., 2018). Considering both practical and theoretical gaps, the intended research will examine the research phenomenon in detail to determine better perceptions, motivation, behavior shaping and higher intention of consumers to engage in LBA-based mobile advertisements performed by FMCG marketers in Karachi. The study will focus on whether mobile advertising characteristics including control, content appeal, interactivity, intrusiveness, and customization have a direct influence on behavior of consumers towards purchase intentions of FMCG products through LBA.
Keywords
Digital marketing, Mobile advertising, SMS advertising, Location based advertising, Location based services, Customer purchase intention, Consumer buying behaviour, Consumer attitude
Track
Contemporary Issues in Marketing
Session Number/Theme
Session 3D: Digital Marketing
Session Chair
Dr. Talha Salam, Institute of Business Administration, Karachi
Session Discussant
Dr. Amber Gul; Sumayyah Khursheed; Dr. Farah Naz
Start Date/Time
24-6-2022 3:20 PM
End Date/Time
24-6-2022 3:40 PM
Location
Boardroom 3, Marriott Hotel, Karachi
Recommended Citation
Junejo, M., & Shah, I. A. (2022). The effect of digital marketing implementation through location-based advertising on customer's purchase intention: a case of FMCG products in Karachi. 3rd IBA SBS International Conference 2024. Retrieved from https://ir.iba.edu.pk/sbsic/2022/program/51
The effect of digital marketing implementation through location-based advertising on customer's purchase intention: a case of FMCG products in Karachi
Boardroom 3, Marriott Hotel, Karachi
The intended research will target the problem of lack of LBA application and ineffective utilization of LBA in mobile advertising in digital marketing. Not much focus has been given to this area of marketing in the existing literature as well as practice in the context of the FMCG sector in Karachi, Pakistan. Wibisurya (2018) alluded that LBA has the potential to positively influence a consumer’s behavior towards a type of advertisement being carried out. However, FMCG marketers show a significant lack of interest in the domain. Moreover, LBA performed through SMS advertising increases two-way communication between consumers and FMCG brands, influencing behavior of consumers. However, the examination of whether the influence is positive or adverse presents gaps that show the unwillingness of marketers to participate in digital marketing implementation in the FMCG sector (Denis, 2018).
On the other hand, whether consumers are willing to share their personal information through messages for personalised messages is a matter of debate that can either increase or decrease user acceptance in comparison to without agreement (Gutierrez et al., 2019). This is because the more control a consumer is perceived to have on LBA, the more optimistic the attitude and buying intention of consumers towards LBA will be. The typical behaviour of a consumer towards LBA demonstrates their behaviour towards mobile advertisement specifically SMS (Vignesh Kandasamy et al., 2018). Considering both practical and theoretical gaps, the intended research will examine the research phenomenon in detail to determine better perceptions, motivation, behavior shaping and higher intention of consumers to engage in LBA-based mobile advertisements performed by FMCG marketers in Karachi. The study will focus on whether mobile advertising characteristics including control, content appeal, interactivity, intrusiveness, and customization have a direct influence on behavior of consumers towards purchase intentions of FMCG products through LBA.
