Reaching Consensus About the Impact of Mobile Marketing Tools on Iberian Consumer Purchase Intention: A Delphi Study

Introduction

Consumers are increasingly using a range of mobile devices and bringing these with them wherever and whenever they go. Thus, these devices and their ability to connect instantly allow companies to establish contact with consumers at any time and through the channels that enable them to reach their audience most effectively (e.g., e-mail, SEO, social media, SMS, MMS, apps) (Kumar & Mittal, 2020). Although mobile marketing is not a recent concept, it is increasingly changing. Therefore, companies need to be more aware of it and its tools to adapt their strategies to new technologies, devices, and even new audiences. Mobile marketing is supported by various tools to disseminate information/communication from the company to its target audience. As a result, there is a need to understand which tools are the most important for reaching the consumer and which ones encourage a greater intention to purchase. There is no agreed division of terminology associated with mobile marketing tools. The following tools associated with mobile marketing will be studied - mobile advertising, mobile sales promotion, mobile entertainment, location-based mobile service, and mobile banking (Barutçu, 2007, 2008; Megdadi & Nusair, 2011).

This research seeks to identify, through the opinion of experts and their consensus, the mobile marketing tools that, from their point of view, have the most influence on the Iberian consumer's intention to purchase. A qualitative methodology was used through the Delphi method. This method sought to obtain the opinion of a group of experts on the subject under study and to obtain their consensus. A questionnaire was used to collect, and statistics were used to analyse the data obtained from the experts (Avella, 2016). Two rounds of questionnaires were sent to the experts.

This research aims to let organizations know which tools are most effective for connecting with consumers and which can generate the highest purchase intention. This study will be an asset, as it aims to provide all those interested with progress in knowledge about mobile marketing in the Iberian market, which may be relevant to the scientific, academic, and business communities. It will be relevant to digital marketing professionals as it will provide insights into the mobile marketing tools that boost purchase intention from the perspective of experts in the field.