whereby consumers can just scan the code using the camera in their mobile devices
and receive information regarding the company, products being offered and other
relevant information. This method saves the cost for marketers as they would pay
significantly lesser by posting a smaller advertisement with the QR code available
than posting a large advertisement on various media (Jiun and Yazdanifard, 2014).
Mobile marketing also has other benefits such as immediate evaluation as marketers
are able to measure the result by evaluating the response from consumers by
purchasing the product or requesting for additional information. Mobile marketing
also increases the level of engagement between the company and customer since the
mobile phone is considered to be a very close device to its users (Whitaker, 2001)
and building a personal relationship with customers may result is higher chances of
purchase and loyalty (Zoller and Oliver, 2011).
Consumer purchase behavior may be influenced by various forms of mobile
marketing advertisements due to its nature of continuous access of shopping at
anywhere and anytime (Yaniv, 2008). These purchases tend to be an impulse
behavior since consumers are usually not prepared and that they decide to make a
purchase after being exposed to stimuli (Dawson and Kim, 2009). Consumers often
receive a short message service (SMS) offering them promotions at the store closest
to their location to encourage them to visit the store and make a purchase (Butcher,
2010). Some SMS marketing may also offer an immediate response for consumers to
purchase a product through their mobile devices.
Some companies prefer to use the location based services to reward consumers who
engage in the mobile social networking by checking in to the store location and
posting the update on their social media accounts in order to increase the awareness
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