Impact Of Mobile Advertisements On Customer Perception And Brand Loyalty
DOI:
https://doi.org/10.63665/IJMEC.1105.03Keywords:
Mobile Advertising, Customer Perception, Brand Loyalty, Consumer Behavior, Digital Marketing, Mobile Marketing, Purchase Intention, Brand Trust, Smartphone Advertising, Consumer EngagementAbstract
Mobile advertising has emerged as one of the most influential digital marketing tools due to the rapid growth of smartphone usage and mobile internet penetration. Businesses increasingly utilize mobile advertisements through applications, social media platforms, websites, SMS marketing, and video content to attract consumers and strengthen brand relationships. This paper examines the impact of mobile advertisements on customer perception and brand loyalty. It explores how factors such as personalization, trust, entertainment, informativeness, and irritation influence consumer attitudes toward mobile advertisements. The study further analyzes the relationship between customer perception and brand loyalty in the digital era. Findings from recent literature suggest that well-designed and personalized mobile advertisements positively affect customer engagement, purchase intention, and long-term loyalty, whereas intrusive and irrelevant advertisements negatively influence brand perception. The paper concludes that organizations should adopt customer-centric mobile advertising strategies to enhance brand trust and loyalty.
Downloads
References
1. Tran, T. P., Zemanek Jr., J. E., & Sakib, M. N. (2024). Improving brand love through branded apps: is that possible? Journal of Marketing Analytics, 14, 274–294.
2. Hajian, A., Sadeghi, R., Prybutok, V. R., & Koh, C. E. (2024). Increasing trust and value of mobile advertising in retailing: A survey design, machine learning approach, and blockchain in the trust path. Journal of Retailing and Consumer Services, 79, 103794.
3. Jo, H., & Park, D. H. (2024). Exploring loyalty drivers for smartphone and mobile carriers. Humanities and Social Sciences Communications, 11, 859.
4. Bansal, I., & Thakur, A. (2024). Navigating on Mobile Shopping Applications: Examining the Interplay among Online Customer Experience, Customer Brand Relationships and Customer Citizenship Behavior. Services Marketing Quarterly, 45(3), 256–295.
5. Akter, S., Arko, N. M. K., & Ashrafi, T. (2024). Hooked by curiosity: The Zeigarnik effect amplifying customer loyalty and brand advocacy through thumb-stopper advertisements. Turkish Journal of Marketing, 9(3), 66–82.
6. Yazdi, A., Ramachandran, S., Mohsenifard, H., Nawaser, K., Sasani, F., & Gharleghi, B. (2024). The Ebb and Flow of Brand Loyalty: A 28-Year Bibliometric and Content Analysis. arXiv.
7. Efendioglu, I. H., & Durmaz, Y. (2022). The Impact of Perceptions of Social Media Advertisements on Advertising Value, Brand Awareness and Brand Associations. arXiv.
8. Yıllar, S., & Yükselen, C. (2024). The mediating roles of customer evaluation and user motivation in the effect of mobile marketing on customer engagement. Business & Management Studies: An International Journal, 12(2), 297–314.
9. Niveditha, M. U., & Reddy, K. G. (2024). A Study on Impact of Branding on Consumer Buying Behaviour Towards Smartphones in Bengaluru. Power System Technology Journal, 48(4).
10. Muzumdar, P., & Kurian, G. (2021). Empirical study to explore the influence of salesperson's customer orientation on customer loyalty. arXiv.
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Authors
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
