Determining the role of Mobile Marketing of mobile companies in Bulgaria
Petrova, Plamena Valentinova
Cardiff Metropolitan University
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The research clarifies the role of Mobile Marketing in today's mobile world, and the place which it takes in the companies – the users of mobile marketing services and their customers - the owners of various mobile devices in Bulgaria. The results were thoroughly analyzed and discussed. Three main hypotheses were formulated regarding the research which was made among people – the owners of mobile devices, each of which theoretically supported by credible academic sources on the topic. The hypotheses consist of assertions that Mobile Marketing is gaining strength in comparison to previous years and that mobile marketing services have the greatest continuity among the owners of mobile devices which offer a wide range of services such as smartphones and Iphone, and that the Mobile Marketing raises positive associations among the users. Other two hypotheses were also formulated related to the questionnaire distributed among the companies and marketing agencies in Bulgaria. The first hypothesis is a statement saying that the usage of Mobile Marketing by the companies reflects positively their activity (increases their sales for example). The second is a statement saying that Mobile Marketing in Bulgaria is developing at a slower pace than the pace of its development in the more developed countries. All the hypotheses were tested using the appropriate methodology which consists of collecting data through questionnaires - one among the customers of Mobile Marketing and others – among firms and marketing agencies using this type of marketing. There were conducted interviews among the three mobile operators in Bulgaria - Mtel, Globul and Vivacom. The conclusion are that although slowly, there is a development in Mobile Marketing in Bulgaria and the role of mobile marketing services is increasing.
Masters in Business Administration
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