{"id":"https://openalex.org/W2107582580","doi":null,"title":"Influence of Mobile Marketing on Consumer Purchase Behaviour in Organized Institutions in Lagos State,Nigeria","display_name":"Influence of Mobile Marketing on Consumer Purchase Behaviour in Organized Institutions in Lagos State,Nigeria","publication_year":2014,"publication_date":"2014-05-01","ids":{"openalex":"https://openalex.org/W2107582580","mag":"2107582580"},"language":"en","primary_location":{"id":"pmh:oai:eprints.covenantuniversity.edu.ng:3372","doi":null,"is_oa":false,"landing_page_url":"http://eprints.covenantuniversity.edu.ng/3372/1/Abstract.pdf","pdf_url":"http://eprints.covenantuniversity.edu.ng/3372/1/Abstract.pdf","source":{"id":"https://openalex.org/S4306400995","display_name":"Covenant University Repository (Covenant University)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I186771145","host_organization_name":"Covenant University","host_organization_lineage":["https://openalex.org/I186771145"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"acceptedVersion","is_accepted":true,"is_published":false,"raw_source_name":null,"raw_type":"Thesis"},"volume":null,"type":"dissertation","is_traditional":true,"indexed_in":[],"open_access":{"is_oa":false,"oa_status":"closed","oa_url":null,"any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5112475651","display_name":"Mosunmola Akinbode","orcid":null,"observed_orcids":[]},"institutions":[],"countries":[],"is_corresponding":true,"raw_author_name":"Mosunmola Oluwafunmilayo Akinbode","raw_affiliation_strings":[],"raw_orcid":null,"affiliations":[]}],"institutions":[],"countries_distinct_count":0,"institutions_distinct_count":0,"corresponding_author_ids":["https://openalex.org/A5112475651"],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":null,"has_fulltext":false,"cited_by_count":1,"citation_normalized_percentile":null,"cited_by_percentile_year":null,"biblio":{"volume":null,"issue":null,"first_page":null,"last_page":null},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.8051999807357788,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.8051999807357788,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.08209999650716782,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T14244","display_name":"Consumer Behavior and Marketing Influence","score":0.08070000261068344,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/mobile-marketing","display_name":"mobile marketing","score":0.9980000257492065},{"id":"https://openalex.org/keywords/consumer-purchase-behaviour","display_name":"consumer purchase behaviour","score":0.8389999866485596},{"id":"https://openalex.org/keywords/sms-advertising","display_name":"SMS advertising","score":0.7829999923706055},{"id":"https://openalex.org/keywords/consumer-attitudes","display_name":"consumer attitudes","score":0.621999979019165},{"id":"https://openalex.org/keywords/marketing-messages","display_name":"marketing messages","score":0.699999988079071},{"id":"https://openalex.org/keywords/consumer-characteristics","display_name":"consumer characteristics","score":0.7319999933242798},{"id":"https://openalex.org/keywords/theory-of-reasoned-action","display_name":"theory of reasoned action","score":0.7950000166893005},{"id":"https://openalex.org/keywords/learning-theory","display_name":"learning theory","score":0.7440000176429749},{"id":"https://openalex.org/keywords/involvement-theory","display_name":"involvement theory","score":0.9259999990463257},{"id":"https://openalex.org/keywords/mobile-phone-users","display_name":"mobile phone users","score":0.8050000071525574},{"id":"https://openalex.org/keywords/college-students","display_name":"university students","score":0.6499999761581421},{"id":"https://openalex.org/keywords/workers","display_name":"workers","score":0.39800000190734863},{"id":"https://openalex.org/keywords/lagos-state","display_name":"Lagos State","score":0.7910000085830688}],"concepts":[{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.6547076106071472},{"id":"https://openalex.org/C2777421447","wikidata":"https://www.wikidata.org/wiki/Q17517","display_name":"Mobile phone","level":2,"score":0.5481888651847839},{"id":"https://openalex.org/C48891531","wikidata":"https://www.wikidata.org/wiki/Q1141436","display_name":"Marketing research","level":2,"score":0.45811930298805237},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.4548802971839905},{"id":"https://openalex.org/C2780801425","wikidata":"https://www.wikidata.org/wiki/Q5164392","display_name":"Construct (python library)","level":2,"score":0.44173017144203186},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.43918848037719727},{"id":"https://openalex.org/C49898467","wikidata":"https://www.wikidata.org/wiki/Q1517706","display_name":"Stratified sampling","level":2,"score":0.4358025789260864},{"id":"https://openalex.org/C2778707766","wikidata":"https://www.wikidata.org/wiki/Q202064","display_name":"Phone","level":2,"score":0.43032363057136536},{"id":"https://openalex.org/C43214815","wikidata":"https://www.wikidata.org/wiki/Q7310987","display_name":"Reliability (semiconductor)","level":3,"score":0.4176288843154907},{"id":"https://openalex.org/C15744967","wikidata":"https://www.wikidata.org/wiki/Q9418","display_name":"Psychology","level":0,"score":0.3577364683151245},{"id":"https://openalex.org/C127413603","wikidata":"https://www.wikidata.org/wiki/Q11023","display_name":"Engineering","level":0,"score":0.23644152283668518},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.18164128065109253},{"id":"https://openalex.org/C33923547","wikidata":"https://www.wikidata.org/wiki/Q395","display_name":"Mathematics","level":0,"score":0.16302064061164856},{"id":"https://openalex.org/C41895202","wikidata":"https://www.wikidata.org/wiki/Q8162","display_name":"Linguistics","level":1,"score":0.0},{"id":"https://openalex.org/C105795698","wikidata":"https://www.wikidata.org/wiki/Q12483","display_name":"Statistics","level":1,"score":0.0},{"id":"https://openalex.org/C76155785","wikidata":"https://www.wikidata.org/wiki/Q418","display_name":"Telecommunications","level":1,"score":0.0},{"id":"https://openalex.org/C199360897","wikidata":"https://www.wikidata.org/wiki/Q9143","display_name":"Programming language","level":1,"score":0.0},{"id":"https://openalex.org/C163258240","wikidata":"https://www.wikidata.org/wiki/Q25342","display_name":"Power (physics)","level":2,"score":0.0},{"id":"https://openalex.org/C121332964","wikidata":"https://www.wikidata.org/wiki/Q413","display_name":"Physics","level":0,"score":0.0},{"id":"https://openalex.org/C138885662","wikidata":"https://www.wikidata.org/wiki/Q5891","display_name":"Philosophy","level":0,"score":0.0},{"id":"https://openalex.org/C62520636","wikidata":"https://www.wikidata.org/wiki/Q944","display_name":"Quantum mechanics","level":1,"score":0.0}],"mesh":[],"locations_count":2,"locations":[{"id":"pmh:oai:eprints.covenantuniversity.edu.ng:3372","doi":null,"is_oa":false,"landing_page_url":"http://eprints.covenantuniversity.edu.ng/3372/1/Abstract.pdf","pdf_url":"http://eprints.covenantuniversity.edu.ng/3372/1/Abstract.pdf","source":{"id":"https://openalex.org/S4306400995","display_name":"Covenant University Repository (Covenant University)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I186771145","host_organization_name":"Covenant University","host_organization_lineage":["https://openalex.org/I186771145"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"acceptedVersion","is_accepted":true,"is_published":false,"raw_source_name":null,"raw_type":"Thesis"},{"id":"mag:2107582580","doi":null,"is_oa":false,"landing_page_url":"http://eprints.covenantuniversity.edu.ng/3372/","pdf_url":null,"source":null,"license":null,"license_id":null,"version":null,"is_accepted":false,"is_published":false,"raw_source_name":null,"raw_type":null}],"best_oa_location":null,"sustainable_development_goals":[],"study_designs":[{"display_name":"Observational Study","id":"https://openalex.org/study-designs/observational-study"}],"awards":[],"funders":[],"has_content":{"pdf":false,"grobid_xml":false},"content_urls":null,"referenced_works_count":203,"referenced_works":["https://openalex.org/W3951449","https://openalex.org/W39043517","https://openalex.org/W59583266","https://openalex.org/W60532204","https://openalex.org/W76826465","https://openalex.org/W110975618","https://openalex.org/W139195905","https://openalex.org/W144083620","https://openalex.org/W147752661","https://openalex.org/W239290045","https://openalex.org/W301087286","https://openalex.org/W344177862","https://openalex.org/W565592125","https://openalex.org/W569620334","https://openalex.org/W603926863","https://openalex.org/W1278632307","https://openalex.org/W1484864026","https://openalex.org/W1491644571","https://openalex.org/W1503436739","https://openalex.org/W1504931451","https://openalex.org/W1516072597","https://openalex.org/W1521691771","https://openalex.org/W1526367542","https://openalex.org/W1527311855","https://openalex.org/W1527932246","https://openalex.org/W1529395661","https://openalex.org/W1537898261","https://openalex.org/W1541284744","https://openalex.org/W1541708487","https://openalex.org/W1546514691","https://openalex.org/W1548098784","https://openalex.org/W1554005265","https://openalex.org/W1562208008","https://openalex.org/W1562891728","https://openalex.org/W1573734476","https://openalex.org/W1574300761","https://openalex.org/W1580207105","https://openalex.org/W1596801600","https://openalex.org/W1596975764","https://openalex.org/W1601172586","https://openalex.org/W1601443883","https://openalex.org/W1602237907","https://openalex.org/W1606241317","https://openalex.org/W1791587663","https://openalex.org/W1830025886","https://openalex.org/W1837341326","https://openalex.org/W1840352159","https://openalex.org/W1951035295","https://openalex.org/W1964171943","https://openalex.org/W1964656302","https://openalex.org/W1965580046","https://openalex.org/W1966626017","https://openalex.org/W1968171365","https://openalex.org/W1968401483","https://openalex.org/W1968509559","https://openalex.org/W1968552027","https://openalex.org/W1976485206","https://openalex.org/W1979410730","https://openalex.org/W1983024403","https://openalex.org/W1983379355","https://openalex.org/W1985408991","https://openalex.org/W1987198869","https://openalex.org/W1989528006","https://openalex.org/W1990232913","https://openalex.org/W1991534497","https://openalex.org/W1991623719","https://openalex.org/W1993649328","https://openalex.org/W1994555027","https://openalex.org/W1996137064","https://openalex.org/W1996463968","https://openalex.org/W2000632231","https://openalex.org/W2003110226","https://openalex.org/W2003784829","https://openalex.org/W2003998868","https://openalex.org/W2004400415","https://openalex.org/W2008441192","https://openalex.org/W2008986631","https://openalex.org/W2011618936","https://openalex.org/W2012299124","https://openalex.org/W2014036102","https://openalex.org/W2014699457","https://openalex.org/W2014934589","https://openalex.org/W2016029582","https://openalex.org/W2017198675","https://openalex.org/W2017356504","https://openalex.org/W2017444536","https://openalex.org/W2017859630","https://openalex.org/W2018744109","https://openalex.org/W2020701722","https://openalex.org/W2021713474","https://openalex.org/W2023315377","https://openalex.org/W2024014864","https://openalex.org/W2024750264","https://openalex.org/W2025051424","https://openalex.org/W2026759225","https://openalex.org/W2027406569","https://openalex.org/W2027781430","https://openalex.org/W2029125978","https://openalex.org/W2029129890","https://openalex.org/W2029794145","https://openalex.org/W2029876747","https://openalex.org/W2030155522","https://openalex.org/W2032467766","https://openalex.org/W2034754023","https://openalex.org/W2036286075","https://openalex.org/W2036389121","https://openalex.org/W2037148213","https://openalex.org/W2040203738","https://openalex.org/W2040945568","https://openalex.org/W2044640583","https://openalex.org/W2047135118","https://openalex.org/W2050568630","https://openalex.org/W2054347393","https://openalex.org/W2055570665","https://openalex.org/W2056432947","https://openalex.org/W2056684504","https://openalex.org/W2059225935","https://openalex.org/W2059761079","https://openalex.org/W2059916607","https://openalex.org/W2060867114","https://openalex.org/W2060918604","https://openalex.org/W2063430405","https://openalex.org/W2064066794","https://openalex.org/W2064463061","https://openalex.org/W2064988365","https://openalex.org/W2067246605","https://openalex.org/W2068794380","https://openalex.org/W2071460097","https://openalex.org/W2073825422","https://openalex.org/W2074054740","https://openalex.org/W2075027803","https://openalex.org/W2076823899","https://openalex.org/W2083162801","https://openalex.org/W2083726519","https://openalex.org/W2088586850","https://openalex.org/W2089542060","https://openalex.org/W2090124920","https://openalex.org/W2091718569","https://openalex.org/W2092924782","https://openalex.org/W2093218209","https://openalex.org/W2093438941","https://openalex.org/W2094255768","https://openalex.org/W2098691244","https://openalex.org/W2100379340","https://openalex.org/W2100408980","https://openalex.org/W2101347544","https://openalex.org/W2103736968","https://openalex.org/W2108781549","https://openalex.org/W2108880422","https://openalex.org/W2110638361","https://openalex.org/W2111230857","https://openalex.org/W2113583951","https://openalex.org/W2113712924","https://openalex.org/W2122813604","https://openalex.org/W2122912192","https://openalex.org/W2122912498","https://openalex.org/W2123004330","https://openalex.org/W2123714451","https://openalex.org/W2128292132","https://openalex.org/W2130344866","https://openalex.org/W2133191429","https://openalex.org/W2135617001","https://openalex.org/W2135906712","https://openalex.org/W2139653616","https://openalex.org/W2140987793","https://openalex.org/W2144501061","https://openalex.org/W2144749179","https://openalex.org/W2144848160","https://openalex.org/W2152845412","https://openalex.org/W2153045228","https://openalex.org/W2160460894","https://openalex.org/W2162061662","https://openalex.org/W2163403362","https://openalex.org/W2163781538","https://openalex.org/W2181690572","https://openalex.org/W2183760684","https://openalex.org/W2243978914","https://openalex.org/W2281172741","https://openalex.org/W2290324012","https://openalex.org/W2309574330","https://openalex.org/W2330043750","https://openalex.org/W2332694823","https://openalex.org/W2413773831","https://openalex.org/W2419224225","https://openalex.org/W2470480248","https://openalex.org/W2565759715","https://openalex.org/W2601246511","https://openalex.org/W2768260999","https://openalex.org/W2770766417","https://openalex.org/W2794875966","https://openalex.org/W2907104446","https://openalex.org/W2909914745","https://openalex.org/W2910360072","https://openalex.org/W2940407679","https://openalex.org/W2941193446","https://openalex.org/W3004807288","https://openalex.org/W3033449667","https://openalex.org/W3125749227","https://openalex.org/W3126265397","https://openalex.org/W3148457597","https://openalex.org/W4235678817","https://openalex.org/W4243667233","https://openalex.org/W4412087686"],"related_works":["https://openalex.org/W4391338839","https://openalex.org/W3128512270","https://openalex.org/W6903874375","https://openalex.org/W7220576568","https://openalex.org/W3007336810","https://openalex.org/W4405506241","https://openalex.org/W2272097605","https://openalex.org/W2886395797","https://openalex.org/W7208052434","https://openalex.org/W7211400221"],"abstract_inverted_index":{"Advances":[0],"in":[1,25,54,83,86,193,414,433,451,491],"Information":[2],"and":[3,15,31,50,115,153,164,191,198,210,219,232,237,290,319,348,373,387,409,422,437,459],"Communication":[4],"Technologies":[5],"are":[6,94,473,488],"not":[7],"only":[8],"offering":[9],"new":[10],"marketing":[11,32,100,110,279,304,337,379,403,420,468,486],"channels":[12,45],"of":[13,41,46,57,72,91,99,109,138,155,183,206,221,263,278,336,365],"communication":[14],"interactivity":[16],"to":[17,95,105,116,188,244,255,416,430,453,477,493,496],"companies":[18],"but":[19],"also":[20],"significantly":[21,121],"influencing":[22],"the":[23,42,55,70,97,107,129,136,139,165,184,222,246,257,261,397,440,478,497],"ways":[24],"which":[26,207],"organisations":[27],"conduct":[28],"their":[29,411,449,485],"businesses":[30],"activities.":[33],"Marketing":[34,74,425],"on":[35,75,102,112,146,281,310,339,376,394],"Mobile":[36],"devices":[37],"has":[38],"become":[39],"one":[40],"most":[43],"popular":[44],"communicating":[47],"with":[48,260,448],"intending":[49],"potential":[51],"customers,":[52],"particularly":[53],"form":[56],"text":[58],"advertising":[59],"through":[60],"Short":[61],"Messaging":[62],"Service.":[63],"This":[64,142],"study":[65,93,143,159,170,398],"is":[66,273,331,361],"aimed":[67],"at":[68],"examining":[69],"influence":[71,122,309,364],"mobile":[73,80,125,402,419,471],"consumer":[76,103,118,282,301,366,431],"Purchase":[77],"Behaviour":[78],"among":[79],"phone":[81],"users":[82],"organized":[84],"institutions":[85],"Lagos":[87],"State.":[88],"The":[89,158,267,296,325,354],"objectives":[90],"this":[92,169,249],"examine":[96,117],"effect":[98,108,277,335],"messages":[101,111,280,305,338,380,426,487],"attitude,":[104],"identify":[106],"purchase":[113,311,340],"behaviour":[114,312,341],"factors":[119,367],"that":[120,271,300,329,359,484],"attitude":[123,283,302,377,436],"towards":[124,303,378,439],"marketing.":[126],"To":[127],"achieve":[128],"objectives,":[130],"four":[131],"hypotheses":[132,298],"were":[133,171,186,203,214,242,286,315,344,383],"formulated":[134],"from":[135],"structure":[137],"research":[140,223],"questions.":[141],"was":[144,225,253],"anchored":[145],"three":[147,200],"theories:":[148],"learning":[149],"theory,":[150,152],"involvement":[151],"theory":[154],"reasoned":[156],"action.":[157],"employed":[160],"cross-sectional":[161],"survey":[162],"design":[163],"data":[166],"required":[167],"for":[168,216,248,369],"gathered":[172],"using":[173,228],"a":[174,274,307,332,362],"structured":[175],"questionnaire.":[176],"One":[177,196,208],"thousand":[178,197,209],"two":[179],"hundred":[180],"(1200)":[181],"copies":[182,202,213],"questionnaire":[185],"administered":[187],"University":[189],"students":[190],"employees":[192],"selected":[194],"organisations.":[195],"forty":[199],"(1043)":[201],"retrieved":[204],"out":[205,227],"twenty":[211],"(1020)":[212],"used":[215,243,254],"analysis.":[217],"Validity":[218],"reliability":[220],"instrument":[224],"carried":[226],"composite":[229],"reliability,":[230],"content":[231],"construct":[233],"validity.":[234],"Multi-stage":[235],"sampling":[236,240],"systematic":[238],"random":[239],"techniques":[241],"select":[245],"respondents":[247],"study.":[250],"Multiple":[251],"regression":[252],"test":[256],"stated":[258],"hypothesis":[259,269,327,356],"use":[262],"structural":[264],"modeling":[265],"technique.":[266],"first":[268],"revealed":[270,299,328,358],"there":[272,330,360],"significant":[275,333,363],"positive":[276,308,334,435],"(C.R":[284,313,342,381],"values":[285,292,314,321,343,350,382,389],"greater":[287,316,345,384],"than":[288,294,317,323,346,352,385,391],"1.96":[289,318,347,386],"P":[291,320,349,388],"less":[293,322,351,390],"0.05).":[295,324,353,392],"second":[297],"have":[306],"third":[326],"fourth":[355],"tested":[357],"(except":[368],"innovativeness,":[370],"existing":[371],"knowledge":[372],"social":[374],"norms)":[375],"Based":[393],"these":[395],"findings,":[396],"recommended":[399],"that:":[400],"(i)":[401],"managers":[404],"should":[405,427,445,461,482],"determine":[406],"target":[407],"customers":[408,450],"understand":[410],"demographic":[412],"characteristics":[413],"order":[415,452,492],"develop":[417],"successful":[418],"programmes":[421],"strategies;":[423],"(ii)":[424],"be":[428],"personalized":[429],"needs":[432],"stimulating":[434],"response":[438],"advertised":[441],"product/service;":[442],"(iii)":[443],"Marketers":[444],"frequently":[446],"communicate":[447],"build":[454],"customer":[455],"loyalty;":[456],"(IV)":[457],"organizations":[458],"advertisers":[460],"seek":[462],"consumers":[463],"consent":[464],"before":[465],"sending":[466],"them":[467],"messages,":[469],"as":[470],"phones":[472],"considered":[474],"personal":[475],"assets":[476],"owners;":[479],"(v)":[480],"Organisations":[481],"ensure":[483],"creatively":[489],"designed":[490],"yield":[494],"value":[495],"consumer.":[498]},"counts_by_year":[{"year":2017,"cited_by_count":1}],"updated_date":"2026-11-04T10:54:05.112534","created_date":"2016-06-24T00:00:00"}