Designing a Data-Driven Model of Mobile Marketing in Iran with an Emphasis on Decision-Making Information of Purchasing Behavior

Due to the increasing exchange of information and data through the use of cell phones, this research aims to design a data-driven model of mobile marketing in Iran. The focus is on decision-making information related to purchasing behavior. By studying customers’ decision-making information, businesses can collectively form antecedents that enable them to predict customers’ behaviors and reactions. A mixed exploratory methodology (qualitative-quantitative) was used to collect and analyze the research data. For this purpose, the qualitative phase utilized the theme analysis method, while the quantitative phase employed the fuzzy Delphi and fuzzy hierarchical analysis methods. Therefore, it was determined that the mobile marketing model, based on decision-making information on purchasing behavior, includes 98 indicators, 18 components, and four general categories (dimensions) of influencing factors. These categories are decision-making styles, individual factors, social factors, and technical factors. The results of the quantitative phase showed that the most important factors in decision-making, from the customer’s perspective, were sensitivity to the price and value of goods, social pressures, user concerns and worries, and utilitarian factors related to the message. Mobile marketing can be effective among Iranian users and consumers when it aligns with the various aspects of consumer purchasing behavior decision-making information and enhances perceptions. It instilled a desire in people to prioritize safety and usefulness in their field.