Akash Anil and J Joseph Francis
This study aims to investigate the impact of promotional mobile direct marketing campaigns sent via push-up notifications from online food delivery apps on purchase behaviour in Chennai, India. With the increasing number of smartphone users and the rise of fintech, e- healthcare, and internet-based learning services, push notifications have become a popular tool for companies to engage with their customers. The study focuses on consumer behaviour in the business-to-consumer segment and examines the effects of push notifications on customer retention, frequency of purchase, and amount spent by using the RFM Model. Results of the study may be useful for companies to improve their marketing strategies and increase customer engagement.