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Vol. 7 No. 4 (2026): May

Impact of Mobile Marketing on Brand Loyalty Towards Gen Z in Bangladesh: Evidence from BKash

https://doi.org/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.

Keywords

Generation Z Mobile Marketing Mobile Website Content Permission-based SMS Marketing Text Message Marketing

How to Cite

Md. Abdullah Al Jamil, Sk Shakil Ahmed, S. S. A., & Md. Azmir Hossain. (2026). Impact of Mobile Marketing on Brand Loyalty Towards Gen Z in Bangladesh: Evidence from BKash. Annals of Management and Organization Research, 7(4), 589–608. https://doi.org/10.35912/amor.v7i4.4010

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Authors

1 . Md. Abdullah Al Jamil
Comilla University, Cumilla, Bangladesh
2 . Sk Shakil Ahmed Sk Shakil Ahmed
Comilla University, Cumilla, Bangladesh
3 . Md. Azmir Hossain
University of Stavanger, Stavanger, Norway

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Vol. 7 No. 4 (2026): May
Section: Articles
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