The Impact of Mobile Marketing on Consumer Purchase Intentions: An SLR

Abstract

The rapid advancement of mobile technologies has reshaped marketing strategies, positioning mobile marketing as a powerful tool to influence consumer purchase intentions. This study applies a Systematic Literature Review (SLR) of research published between 2010 and 2021 to examine how mobile marketing practices such as personalized messaging, mobile applications, push notifications, and location-based services affect consumer behavior. The findings indicate that personalization, interactivity, and value-added content significantly enhance consumer attitudes, trust, and purchase intentions. Trust emerges as a central mediator, as consumers respond more positively when mobile platforms are perceived as secure and credible. Nevertheless, challenges including privacy concerns, intrusiveness, and consumer skepticism persist, often reducing the effectiveness of mobile campaigns and damaging brand reputation. Overall, this review concludes that while mobile marketing provides substantial opportunities to drive purchase intentions, its success relies on balancing personalization with ethical data practices and consumer-centric strategies. The study contributes by consolidating insights into the mechanisms linking mobile marketing with purchase behavior and highlighting future research directions for sustainable and trustworthy mobile marketing practices.