Impact Of Mobile Marketing On Online Consumers' Patronage (A Study Of Jumia, Abia State, Nigeria)

ABSTRACT

Terms like mobile commerce and mobile marketing have created a huge buzz. If business could use mobile phones to reach consumers anytime, anywhere, it would fundamentally change how they do business. However, today mobile sill represents a tiny channel for most retailers. Mobile marketing or online retail has become a very important tool for the operation of online retail outlets. Mobile Marketing Association MMA (2008) defined mobile marketing as a set of practices which enables organizations to communicate and collaborate with their public in an interactive and pertinent way through any mobile devices or network. Mobile marketing is the use of mobile channel as a means of marketing communication (Leppaniemi et al, 2006). It is a rapidly developing concept giving the increasing use of mobile telephone.