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The purpose of the study was to conduct an empirical research on adoption of the technology acceptance model on investigating consumers’   intention to-wards the acceptance of branded mobile applications in South  Africa. The study was quantitative in nature where 255 participants were  utilised for data collection. To analyse the data structural equation modeling approach us-ing SPSS 24 and Amos 24 was conducted. Key findings were that the per-ceived usefulness of mobile phone applications and their enjoyment had direct and significant impact of consumer attitudes towards the adoption of those mobile applications. The implications of these key findings were that for mo-bile applications to be adopted in South Africa marketer have to find the best possible ways of making mobile applications user friendly and  convenient whether be it for commerce or entertainment purposes.

An Analysis of the Intention of Consumers to Adopt Branded Mobile Applications in South Africa