Influence of mobile marketing in building brand loyalty among clothing retail consumers in Ireland

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Authors
Pais, Preetham
Issue Date
2015
Degree
MBA in Marketing
Publisher
Dublin Business School
Rights
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Abstract
Mobile Marketing, which involves sending multi-way communications and offers, an activity involving customers and a firm through the medium of mobile devices is seen to be growing in importance in today’s market. There have been previous researches involving its importance in the retailing sector and the research aims to highlight the influence it has in building brand loyalty taking into consideration the clothing sector and focussing more on the Irish market. The research also supports the theory of building brand loyalty through relationship marketing and suggests the possibilities of usage of mobile devices for the same. Using mobile marketing to build brand loyalty is fairly a new approach, and the research suggests using the medium to go beyond acquiring new customers. The findings are obtained through qualitative method in the form of interviews and survey strategy was used to obtain the quantitative findings. The secondary data is more focussed on the recent trends in the industry and the trends seen in mobile marketing in the country. This research paves a way for further research in this area that could help the Irish clothing retailers retain their customer base and survive the highly competitive market. Author Keywords: Mobile marketing, relationship marketing, brand loyalty