Influence of marketing communication on smartphone buying decision

Abstract

Today, along with the increase in the number of smartphone users, marketing communications need to be personalised based on consumer interaction, with useful information while also providing a customer experience with high service quality to turn potential consumers into buyers. The mobile phone market in Vietnam is still growing market and is increasingly differentiated. The objective of the study is to explore the effects of marketing communication on the smartphone purchase decision of customers. The authors used qualitative and quantitative methods, applied to 255 consumer surveys using smartphones in Vietnam. The results show that there are 3 main groups of factors that affect the consumers' decision to buy smartphones, including communication by advertising through websites, communication through promotions, and communication by advertising through search engines. From the results obtained, the research team proposes some administrative implications for relevant organizations and businesses about the effects of marketing communications on the purchasing behaviour of the customer, thereby increasing consumers' smartphone purchase decisions.