MOBILE MARKETING AND CONSUMER'S PURCHASE DECISIONS AMONG STUDENTS OF TERTIARY INSTITUTIONS IN AKWA IBOM STATE.

This article examines the relationship between mobile marketing and consumer purchase decisions among students in tertiary institutions in Akwa Ibom State, Nigeria. The study found that mobile marketing variables, such as Short Message Service, Mobile Website, and Social Media Marketing, have a positive and significant impact on consumer purchase decisions. The findings suggest that companies should make their products accessible through mobile devices to engage with customers and inform them about new product features. Mobile marketing is seen as a valuable addition to traditional marketing, allowing businesses to reach a wider audience and establish a constant relationship with customers. The article also discusses factors that influence consumer purchase decisions and the impact of mobile marketing on the purchase stage. It concludes by highlighting the need for further research in this area. [Extracted from the article]