Impact of Mobile Marketing on Gen Z Consumer Engagement

Abstract

The rapid growth of mobile technology and the increasing adoption of smartphones have transformed the way businesses interact with consumers, especially among Generation Z (Gen Z), who are highly dependent on digital platforms for information, entertainment, and purchasing decisions. This study focuses on the impact of mobile marketing on Gen Z consumer engagement at Amazon, examining how mobile-based marketing strategies such as personalized recommendations, mobile applications, push notifications, social media promotions, in-app advertisements, and mobile-exclusive offers influence consumer behaviour and brand interaction. As Gen Z consumers prefer quick, convenient, and personalized experiences, mobile marketing has become an essential tool for enhancing customer engagement, improving purchase intentions, and building long-term relationships. The research analyzes the role of Amazons mobile marketing practices in attracting and retaining Gen Z customers by evaluating factors such as user experience, content relevance, personalization, trust, and customer satisfaction. The study aims to understand how effective mobile marketing strategies contribute to increased consumer involvement, frequent app usage, and stronger brand loyalty among young digital consumers. The findings of this research provide insights into the effectiveness of mobile marketing in shaping Gen Z purchasing behaviour and highlight the importance of innovative digital strategies for companies operating in competitive ecommerce environments. Keywords: Celebrity Endorsements, Brand Equity, ITC Company, Consumer Behaviour, Brand Awareness, Brand Loyalty, Brand Image.