Authors: Jyotish Kumar, Dr. Meentu Grover
Abstract: India's mobile economy is no longer a future promise — it is today's commercial reality. This study examines the impact of mobile marketing on consumer engagement with empirical evidence drawn from 150 respondents across Punjab, India. Adopting a descriptive-analytical research design and administering structured questionnaires, the study investigates how SMS campaigns, social media advertisements, push notifications, mobile applications, and influencer marketing shape consumer purchase intentions, brand loyalty, and overall satisfaction. Statistical techniques including descriptive analysis, correlation, regression, and chi-square testing were employed to interrogate the data. Results confirm that mobile marketing exerts a statistically significant positive effect on consumer engagement (β = 0.61, p < 0.001), with social media marketing and personalized notifications emerging as the strongest predictors. Brand trust and perceived usefulness were identified as critical mediating constructs. These findings carry decisive implications for digital marketers, policy designers, and scholars navigating India's fast-evolving mobile-first marketplace.
