and promote the store to people they know (Miller, 2010). This strategy may
influence other people to visit the store or inquire additional information regarding
the product and make a purchase that they have not planned. Some companies may
also use the quick response codes and the in-apps banners in order to provide quick
access information to consumers as well as providing direct purchase links to both
the targeted and non-targeted customers.
All the strategies that the marketers use in mobile marketing can serve as two
objectives which ar e to create a positive response towards the advertisement and
increasing the brand awareness so that consumers may have a positive response
while visiting the store to make a purchase. Another objective of these strategies is
for consumers to immediately engage in a purchase without having to visit the store
which can be done by responding to a short message services (SMS) promotion,
clicking to a mobile banner or scanning a quick response (QR) code which would
redirect consumers to a mobile site purchase store. After analyzing
the discussions
above, we propose the following two hypotheses:
H3: There is a relationship between positive response to mobile marketing and
shopper’s positive response to in-store promotion.
H4: Positive response to mobile marketing increases shopper’s gener al impulse
purchase tendency.
2.2.3 Impulse Purchase Induced by In-Store Promotion
When a shopper enters a store they usually tend to remember their forgotten needs
which include essential products to be purchased but were overlooked. Shoppers also
tend to be exposed to unplanned wants when they enter a store whereby they feel the
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