TY - JOUR AU - Sulaimon, Modupe Abidemi AU - Vorobyova, Kateryna PY - 2021/10/01 Y2 - 2024/03/29 TI - Towards Modelling the In-Application Mobile Marketing Strategies and Consumers Engagement in Mobile Shopping: DOI: 10.46988/IJIHRM.02.02.2021.003 JF - International Journal of Intellectual Human Resource Management (IJIHRM) JA - IJIHRM VL - 2 IS - 02 SE - DO - UR - https://journals.gulfuniversity.org/index.php/ijihrm/article/view/72 SP - 15-20 AB - <p>The main rationale of this research is the impact of an application of mobile marketing strategies to purchase behaviour and consumers engagement as<br>mediation relations. The study is filling the gaps and enabling this study in Nigeria’s context of both existing evidence and its practical applications.<br>The Role of Contemporary Mobile Marketing Strategies is how businesses deal with their consumers’ needs by using different tools such as Campaigns,<br>Promotions, Vouchers, Feeds. Others created The Role of Contemporary Mobile Marketing Strategies frameworks like the following customer service<br>activities regard for the rights of customers, offering quality services and products, and giving info that's usefulӏ and truthfulӏ. The study uses Cronbach’s<br>alpha to find the reliability of the variables and to test the internal consistency of the variables. The study conducted one pilot study of 30 participants;<br>those are residence people in Nigeria and use the mobile apps for shopping (this group will not be part of the actual data collection).</p> ER -