Open AccessThe Influence Of Market Related Mobile Activities On The Acceptance Of Mobile Marketing And Consumer Intention To Purchase Products Promoted By SMS In South Africa
Author(s) -
Richard Chinomona,
Maxwell Sandada
Publication year - 2013
Publication title -
journal of applied business research
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.149
H-Index - 22
eISSN - 2157-8834
pISSN - 0892-7626
DOI - 10.19030/jabr.v29i6.8225
Subject(s) - mobile marketing , marketing , business , context (archaeology) , structural equation modeling , advertising , marketing research , marketing management , digital marketing , computer science , geography , archaeology , machine learning
There is an increasing attention being accorded to mobile marketing activities in recent business management literature in the past decade as both academicians and practitioners recognize that mobile activities have potential influence on mobile marketing acceptance and customer purchase intention. Notwithstanding this, there is dearth of research on the same in the African context. In view of this development, the purpose of this research paper is to investigate the extent to which mobile marketing activities influence customers mobile marketing acceptance and their purchase intention in South Africa. Five research hypotheses are postulated and using data collected from mobile marketing activities partakers, the hypotheses are tested using Structural Equation Modelling (SEM) approach (Smart PLS). Managerial implications of the findings are discussed and limitations and future research directions are indicated.