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- Title
Assessing the Acceptance of Mobile Marketing among South African Students.
- Authors
Donga, Gift; Zindiye, Stanislous
- Abstract
Mobile phone usage by consumers is increasing exponentially, and presents marketers with many new opportunities to reach and serve customers. The South African mobile phone market has increased rapidly and a significant proportion of mobile services usage in South Africa is the youth and are following global trends as well as becoming the fastest-growing group in terms of technology adoption in the country. The prevalence of mobile technology as well as its capability to target marketing on an individual base has directed marketers to consider the adoption of mobile marketing. However, the question remains whether consumers are ready for mobile marketing through their mobile phones. The purpose of this study is to bring light and create an understanding of how the youth in South Africa are willingness to participate in mobile marketing. The study was descriptive in nature with the survey method being used to complete the study. The quantitative research technique was applied with data being collected from respondents by a self-administered questionnaire targeted at students from selected South African Universities. Findings from this study reveal how consumers really want to engage in mobile marketing as well as their perceptions of mobile marketing. In addition, this study adds to the growing body of evidence on the acceptance of mobile marketing. The study will also help managers to exploit the potential of the mobile marketing communication medium amongst the youth segment in South Africa. More importantly, this study will provide information that can be used to guide decision making towards mobile marketing campaigns and marketing planning.
- Subjects
MOBILE marketing; MOBILE commerce; QUANTITATIVE research; DECISION making; MARKETING planning
- Publication
Business & Social Sciences Journal, 2018, Vol 3, Issue 1, p46
- ISSN
2518-4598
- Publication type
Article