Open AccessConsumer perceptions of real-time marketing used in campaigns for retail businesses
Author(s) -
Safura M. Kallier Tar,
Johannes Arnoldus Wiid
Publication year - 2021
Publication title -
international journal of research in business and social science
Language(s) - English
Resource type - Journals
ISSN - 2147-4478
DOI - 10.20525/ijrbs.v10i2.1075
Subject(s) - marketing , business , perception , marketing research , exploratory research , marketing management , return on marketing investment , value (mathematics) , digital marketing , advertising , psychology , sociology , computer science , neuroscience , machine learning , anthropology
This research empirically investigates consumers’ perception of real-time marketing as a marketing tool that is increasingly being used by businesses. Based on the review of literature, the paper aims to delve into real-time marketing and explore the elements of real-time marketing that influence consumers' perception of RTM campaigns. This study adopted a quantitative methodology. A total of 201 consumers completed an online survey in Gauteng, South Africa. To identify underlying factors that influence the consumer's perception of various real-time marketing campaigns, exploratory factor analysis was conducted. Descriptive statistic was used to provide a further summary of the basic characteristics of the sample. The research findings indicate that consumers value real-time marketing communication campaigns that offer value. Consumers' perception of value includes any real-time marketing campaign that offers some financial gain in the form of immediate and personalized discounts. This research provides retailers with a greater understanding of what consumers perceive as valuable and what they regard as clutter when it comes to real-time marketing campaigns