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Home > Factors Affecting Consumer Path to Purchase and Post Purchase Behavior Through Mobile Marketing Activities: An Integrated Model

Factors Affecting Consumer Path to Purchase and Post Purchase Behavior Through Mobile Marketing Activities: An Integrated Model

Thesis Info

Access Option

External Link

Author

Mirza Amin Ul Haq

Program

PhD

Institute

Iqra University

City

Karachi

Province

Sindh

Country

Pakistan

Thesis Completing Year

2017

Thesis Completion Status

Completed

Subject

Business Administration

Language

English

Link

http://prr.hec.gov.pk/jspui/bitstream/123456789/11675/1/Mirza%20Amin%20ul%20Haq_Marketing_2017_Iqra_11.03.2019.pdf

Added

2021-02-17 19:49:13

Modified

2024-03-24 20:25:49

ARI ID

1676724708997

Similar


Mobile advertising is one the most flourishing businesses throughout the world these days. According to the projections, it is expected to surpass more than 100 billion dollars in the near future, which is more than 50% of total digital advertising budget spent in 2016 globally. One of the possible reasons for this extraordinary growth of mobile advertising can be attributed to the novel penetration and use of smartphones throughout the world. Due to this tremendous growth and remarkable penetration, there is a substantial need for the marketers and business practitioners to better understand their customers’ behavior with respect to their use of this new media. Past researches in the context of mobile marketing are purely conceptual or exploratory in nature. For that reason, there is a substantial need for empirical researches to test the proposed models in order to deeply understand their effectiveness and application in mobile marketing domain. Hence, the aim of current research was to empirically examine the internal and external determinants of mobile marketing having impact on consumer path to purchase and post purchase behavior. These factors were also mediated by emotional value in order to accomplish consumer related behavioral outcomes. A quantitative approach based upon a cross-sectional administered survey was employed to collect the data from 343 university going student as respondents. The Partial Least Square (PLS) two step path modeling was used to test the direct and indirect hypotheses. The results indicate that mobile advertising related factors (except localization) and consumer related factors do impact path to purchase and post purchase behavior sequentially and concurrently through emotional value. Based on the findings of the study, theoretical and practical contributions along with certain limitations and future researches recommendation are discussed consciously.
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خواجہ کمال الدین

خواجہ کمال الدین
عیسوی سال کے خاتمہ پر ۲۸؍ دسمبر ۱۹۳۳؁ء کو عیسوی مذہب کے سب سے بڑے نقاد اور عیسوی ممالک میں اسلام کے مشہور مبلغ خواجہ کمال الدین نے افسوس ہے کہ وفات پائی، وہ کئی برس سے سل کے مرض میں مبتلا تھے اور اس حالت میں بھی وہ تصنیف و تالیف میں ہمیشہ مصروف رہے، احمدی جماعت میں ہمارے نزدیک وہ عام مسلمانوں سے سب سے زیادہ قریب تھے، اس لئے ان کے مشن کا بار اٹھانے میں عام مسلمان اور امراء نے بھی شرکت کی تھی اور شاید یہ راز نہ ہو کہ مسیح الملک حکیم اجمل خان مرحوم اور مولانا شبلی مرحوم نے ان کی امدادی تحریکوں میں سب سے زیادہ دلچسپی لی، مولانا مرحوم نے ایک دفعہ علماء کے بالمقابل نوجوان تعلم یافتوں میں سے خواجہ صاحب کے عزم تبلیغ کو سامنے رکھ کر یہ شعر خود انہیں کے خط میں لکھا تھا:
کامل اس فرقہ زہاد سے اٹھا نہ کوئی
کچھ ہوئے تو یہی رندانِ قدح خوار ہوئے
گوہم کو خواجہ صاحب کے بہت سے خیالات اور تاویلات سے اتفاق نہیں تاہم یہ کہنا اظہار واقعہ ہے کہ انہوں نے ۱۹۱۲؁ء سے لے کر ۱۹۳۲؁ء تک اپنی پوری بیس برس کی زندگی اسلام کی تبلیغ اور اس کے محاسن کی اشاعت اور یورپ میں اسلامی لٹریچر کی فراہمی میں صرف کی اور نیز یہ کہ ان تصنیفات کے بڑے حصہ کا موضوع ’’احمدیت‘‘ نہیں ’’محمدیت‘‘ ہے، افسوس کہ ان کی موت سے دنیا کی مذہبی بزم میں ایک اہم جگہ خالی ہوگئی۔ اﷲ تعالیٰ ان کے ان اعمال صالحہ کے صدقہ میں ان کو اپنی مغفرت سے نوازے اور ان کی لغزشوں سے درگزر فرمائے۔
میں نے ان کو سب سے پہلے ندوہ کے اس اجلاس لکھنؤ ۱۹۱۲؁ء میں دیکھا جس میں مصر کے عالم سید رشید رضا صدر...

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