The Moderator Effect of Marketing Communications between Mobile Shopping and Customer Behavior
Author: Alhamzah Fadihl Abbas
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Abstract—
Purpose: the proposal will focus on marketing by gathering three variables (Marketing Communications, mobile shopping, and customer behavior) to figure out the relationship and effects among them. Also, to establish the roll of Marketing Communications as a moderator between Social marketing and customer behavior.
Objectives: understand the importance of Marketing Communications and also, understanding the relationship between Marketing Communications and mobile shopping. In addition, find out the role of mobile shopping on customer behavior.
Methodology: formulating the research design depend on the objectives that should be achieved. So, hypothesis will determine to understand the relation and effect among the three variables. As well as, judgmental sample will be used. Moreover, the study will use quantitative research technique to collecting data by questionnaire. Lastly, the researcher will use Statistical Package for the Social Sciences (SPSS) program to analyze the data which is collected by the questionnaire.