International Journal of Knowledge Processing Studies
Online ISSN: 2783-4611

Designing a Data-Driven Model of Mobile Marketing in Iran with an Emphasis on Decision-Making Information of Purchasing Behavior

Document Type : Original Research Manuscripts

Authors

Alireza Mandegari 1
Sina Nematizadeh 2
Abbas Heidari 3

1 PhD Student of Business Administration, Central Tehran Branch, Islamic Azad University, Tehran, Iran.

2 Associate Professor, Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran.

3 Assistant Professor, Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran.

https://doi.org/10.22034/kps.2023.401112.1136
Abstract
Due to the increasing exchange of information and data through the use of cell phones, this research aims to design a data-driven model of mobile marketing in Iran. The focus is on decision-making information related to purchasing behavior. By studying customers' decision-making information, businesses can collectively form antecedents that enable them to predict customers' behaviors and reactions. A mixed exploratory methodology (qualitative-quantitative) was used to collect and analyze the research data. For this purpose, the qualitative phase utilized the theme analysis method, while the quantitative phase employed the fuzzy Delphi and fuzzy hierarchical analysis methods.
Therefore, it was determined that the mobile marketing model, based on decision-making information on purchasing behavior, includes 98 indicators, 18 components, and four general categories (dimensions) of influencing factors. These categories are decision-making styles, individual factors, social factors, and technical factors.
The results of the quantitative phase showed that the most important factors in decision-making, from the customer's perspective, were sensitivity to the price and value of goods, social pressures, user concerns and worries, and utilitarian factors related to the message. Mobile marketing can be effective among Iranian users and consumers when it aligns with the various aspects of consumer purchasing behavior decision-making information and enhances perceptions. It instilled a desire in people to prioritize safety and usefulness in their field.

Keywords

Data-Driven Marketing Model
Mobile Marketing
Decision-Making Information
Purchase Behavior Information
Mixed Approach
Subjects
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International Journal of Knowledge Processing Studies
Volume 4, Issue 3
Summer 2024
Pages 52-69

  • Receive Date 07 June 2023
  • Revise Date 24 June 2023
  • Accept Date 02 August 2023

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