cover
Article Per Year (5 Year)
All
Home Page
OAI Link
Editorial Team
Contact
Reviewer
Google Scholar
Contact Name
Bagus Sugeng Riyadi
Contact Email
admin@goodwoodpub.com
Phone
+6281333596618
Journal Mail Official
admin@goodwoodpub.com
Editorial Address
Z.A. Pagar Alam Street No. 57, Rajabasa, Bandar Lampung City - Indonesia
Location
Kota bandar lampung,
Lampung
INDONESIA
Annals of Management and Organization Research
Published by Goodwood Publishing
ISSN : -     EISSN : 26857715     DOI : 10.35912/amor
Core Subject : Economy,
Economics, Econometrics & Finance
The Annals of Management and Organization Research (AMOR) is an international, peer-reviewed, and scholarly journal that publishes high-quality research articles covering qualitative and quantitative research discussing interesting and contemporary topics on all areas of management and organization sciences. AMOR is aimed at providing academic media for researchers, academicians and practitioners to express their innovative ideas in developing theories and practice of management and organization. The scopes of the journal include, but are not limited to, the following fields: - Management education, particularly experiential education - Organizational behavior - Business strategy and policy - Organisational theory - Human resource management - Business Management - Financial Management - Leadership - Marketing Management - Risk Management - Supply Chain Management - Strategic Management - Organizational Learning - Organizational Culture - Corporate Governance - Reward Management - Educational Management
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis, Menejemen, dan Akutansi (Lain-Lain)
Articles 381 Documents
 35   36   37   38   39 
Impact of Mobile Marketing on Brand Loyalty Towards Gen Z in Bangladesh: Evidence from BKash Md. Abdullah Al Jamil; Sk Shakil Ahmed Sk Shakil Ahmed; Md. Azmir Hossain
Annals of Management and Organization Research Vol. 7 No. 4 (2026): May
Publisher : goodwood publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/amor.v7i4.4010

Abstract

Abstract Purpose: The aim of the study is to investigate the impacts of mobile marketing on the brand loyalty among Generation Z consumers in Bangladesh, by examining four mobile marketing components: mobile phone contact, text message marketing, permission-based SMS marketing, and mobile website content. Research Methodology: This study adopts an explanatory research design within a quantitative, cross-sectional framework. Primary data were collected in Bangladesh through a structured questionnaire administered online and offline to Gen Z bKash users across 36 districts (n = 322; data collection: 1–20 December 2025). Data were analyzed using IBM SPSS and SmartPLS. Results: Mobile marketing in general has a significant impact on brand loyalty. Text message marketing, permission-based SMS marketing, and mobile website content show significant positive effects on brand loyalty, whereas mobile phone contact is not significant. The strongest predictor is permission-based SMS marketing, which points out the importance of consent and trust. Conclusions: Mobile marketing can strengthen Gen Z’s brand loyalty in Bangladesh when it prioritizes permission-based SMS marketing, relevant SMS content, and a user-friendly mobile web experience; intrusive direct phone contact appears less effective. Limitations: Convenience sampling, a single-brand (bKash) focus, and a cross-sectional design may limit generalizability and causal inference. Contributions: This study extends mobile marketing and brand loyalty evidence to an under-researched emerging market and provides guidance for fintech/service marketers on designing consent-based messaging and mobile website experience improvements to build long-term loyalty among Gen Z.

Page 39 of 39 | Total Record : 381

 35   36   37   38   39 

Filter by Year

2019 2026


Reset
Filter By Issues
All Issue Vol. 7 No. 4 (2026): May Vol. 7 No. 3 (2026): February Vol. 7 No. 2 (2025): November Vol. 7 No. 1 (2025): August Vol. 6 No. 4 (2025): May Vol. 6 No. 3 (2025): February Vol. 6 No. 2 (2024): November Vol. 6 No. 1 (2024): August Vol. 5 No. 4 (2024): May Vol. 5 No. 3 (2024): February Vol. 5 No. 2 (2023): November Vol. 5 No. 1 (2023): August Vol. 4 No. 4 (2023): May Vol. 4 No. 3 (2023): February Vol. 4 No. 2 (2022): November Vol. 4 No. 1 (2022): August Vol. 3 No. 4 (2022): May Vol. 3 No. 3 (2022): February Vol. 3 No. 1 (2021): August Vol. 3 No. 2 (2021): November Vol. 2 No. 4 (2021): May Vol. 2 No. 3 (2021): February Vol. 2 No. 2 (2020): November Vol. 2 No. 1 (2020): August Vol. 1 No. 4 (2020): May Vol. 1 No. 3 (2020): February Vol. 1 No. 3: February Vol. 1 No. 1: August Vol. 1 No. 2 (2019): November Vol. 1 No. 1 (2019): August Vol. 1 No. 4: May Vol. 1 No. 2: November More Issue