IJIHRM 2021
DOI: 10.46988/ijihrm.02.02.2021.03
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Towards Modelling the In-Application Mobile Marketing Strategies and Consumers Engagement in Mobile Shopping

Abstract: The main rationale of this research is the impact of an application of mobile marketing strategies to purchase behaviour and consumers engagement as mediation relations. The study is filling the gaps and enabling this study in Nigeria’s context of both existing evidence and its practical applications. The Role of Contemporary Mobile Marketing Strategies is how businesses deal with their consumers’ needs by using different tools such as Campaigns, Promotions, Vouchers, Feeds. Others created The Role of Contempo… Show more

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