Journal of Mass Communication & Journalism

Hassan Almahdi

Publications

• Research Article
  A Study on Customers' Perception and Marketing Effectiveness of Proximity Marketing Communications on NFC and SMS-CB Enabled Mobile Phones in USA
  Author(s): Hassan Almahdi, Shajahan Shamsudeen and Nasser KhalufiHassan Almahdi, Shajahan Shamsudeen and Nasser Khalufi
  
  Purpose of the research was to explore the role of proximity marketing communication of local retailers on GSM mobile phones and how does it contributes to customers’ shopping experience and influence their perception towards the latest state of the art technology like Near Field Communication (NFC) and Short Message Service - Cell Broadcast (SMS-CB) in brand positioning and message credibility. Analysis were done with sample size of 300 and with the help of 20 statements related to thematic perception on proximity marketing for exploring the marketing effectiveness of proximity marketing communications on NFC and SMS-CB enabled mobile phones and their message authenticity on a five point scale. For analyzing the research data, both qualitative and quantitative research techniques were employed extensively. During data analysis, it was established that retailers which were adopt.. Read More»
  

  Abstract PDF