En la actualidad, las entidades financieras están incentivando a sus clientes a optar por canales digitales. En este sentido, los aplicativos de banca móvil permiten a los usuarios realizar transacciones en cualquier lugar y momento desde un dispositivo móvil. La presente investigación, busca identificar los factores de mobile marketing que influyen en la intención de uso y que conllevan a la satisfacción de los usuarios de banca móvil en Lima Metropolitana. Por ende, los factores considerados en la investigación son: personalización, movilidad, compatibilidad y localización. Para ello, el presente trabajo ofrece un balance bibliográfico que se centra en describir cada factor propuesto. En este sentido, se propone una encuesta digital sobre la percepción de los usuarios de la banca móvil y la elaboración de un focus group. Asimismo, se muestran las principales evidencias sobre el contenido de las principales entidades bancarias en sus redes sociales, las cuales hacen referencia a los factores de estudio. / Currently, financial institutions are encouraging their clients to opt for digital channels. In this sense, mobile banking applications allow users to make transactions anywhere and anytime from a mobile device. This research seeks to identify the mobile marketing factors that influence the intention to use and that lead to the satisfaction of mobile banking users in Metropolitan Lima. Therefore, the factors considered in the research are: personalization, mobility, compatibility and location. For this, this work offers a bibliographic balance that focuses on describing each proposed factor. In this sense, a digital survey on the perception of users of mobile banking and the development of a focus group is proposed. Likewise, the main evidence on the content of the main banking entities in their social networks is shown, which refer to the study factors. / Trabajo de investigación

PhD (Business Management) / Department of Business Management / Despite the fast pace of development within the mobile commerce industry globally, marketers in developing countries are still lagging in understanding why and how consumers participate in mobile marketing transactions. The literature reporting on mobile marketing transactions’ adoption in a South African context remains largely inconsistent and fragmented as most previous studies are based on the experience of consumers in a non-South African (and nondeveloping country) context. Therefore, this study identifies a literature gap, in that there lacks a sufficient critical mass of studies into the moderating effect of information security on consumer adoption of mobile marketing transactions in South Africa particularly among the youth who have a strong affinity for constant mobile connectivity. Furthermore, confronted with rapid changes in emerging technology, previous models of technology adoption are slowly becoming outmoded. Consequently, this study considered testing a proposed model on the predictive power of marketing-related mobile activity to help improve understanding and prognosis of the adoption of mobile marketing transactions in South Africa. Specifically, in order to render these tests robust, perceived information security was applied as a moderator variable to increase the explanatory power of the model. The objectives set out for this research were measured utilising a single cross-sectional approach, guided by the positivist paradigm. In keeping with the dictates of ensuring the highest levels of reliability and validity, a measuring instrument developed from past studies was used. Using a self-administered questionnaire, data were collected from a sample of 810 students from selected South African universities. Descriptive and multivariate statistical tests including the moderated hierarchical regression analysis were used to analyse data. The implication of the study is that it provides both marketers and policymakers with a set of controllable variables that may be manipulated to promote the adoption of mobile marketing transactions. / NRF