Mobile Marketing and its Effect on Consumer Engagement in Emetging Markets

Tirta Mulyadi (Politeknik Pariwisata Batam)
Fitriyah Astri (Universitas Madako)
Ira Ningrum Resmawa (Universitas Ciputra Surabaya)

Journal of Management
Vol. 5 No. 2 (2026): July-December

Mobile devices have become the primary gateway through which consumers in emerging markets access the internet, transact commercially, and interact with brands, a pattern driven by widespread smartphone affordability, expanding mobile network infrastructure, and the frequent absence of a preceding desktop-internet adoption phase. This article examines how mobile marketing, encompassing SMS and push notification campaigns, mobile applications, location-based marketing, mobile social media advertising, and mobile payment-integrated promotions, affects consumer engagement in emerging market contexts, and identifies the boundary conditions that differentiate emerging market dynamics from those observed in mature, high-income markets. Using a systematic narrative literature review method that synthesises academic and industry sources on mobile marketing, consumer engagement theory, and emerging market consumer behaviour, this study finds that mobile marketing exerts a generally positive effect on consumer engagement in emerging markets through mechanisms of perceived personalisation, interactivity, and convenience, consistent with the Technology Acceptance Model and the broader engagement marketing literature. However, this effect is substantially moderated by emerging-market-specific conditions, including infrastructural constraints such as intermittent connectivity and data cost sensitivity, a predominance of mobile-first rather than mobile-supplementary consumer journeys, high reliance on mobile money and QR-based payment rails, elevated privacy and trust concerns arising from lower regulatory maturity, and pronounced heterogeneity in digital literacy across urban and rural populations. The article further finds that engagement outcomes differ meaningfully by campaign format, with app-based loyalty mechanics and mobile-payment-integrated promotions generally outperforming undifferentiated SMS blasts, and with locally adapted, low-bandwidth creative formats outperforming content ported directly from developed-market campaigns. The article concludes with a conceptual framework linking mobile marketing instruments to engagement outcomes through the moderating role of infrastructural and socio-cultural context, and offers implications for marketers and platform designers operating in emerging economies.