IMPACT OF MOBILE MARKETING ON CONSUMER BEHAVIOR IN THE COSMETICS INDUSTRY

Abstract

The relevance of mobile phones as the keystone of mobile advertising is the topic of this review. This is an easy-to-understand definition that emphasizes marketing as a planned activity. When it comes to the cosmetics sector, mobile marketing has a lot of promise. Advertisers emphasize the capacity of mobile marketing to provide advertising material tailored to the target market, as previously noted. The dimensions’ validity and reliability were validated using exploratory factor analysis. The findings of the regression study show that credibility, amusement, permission, and informativeness all have a substantial positive link with customer behavior, but irritation has a large negative relationship.