An investigation into consumer attitudes affecting the adoption of mobile marketing in Namibia
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Date
2019
Authors
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Publisher
University of Namibia
Abstract
Mobile device technology advances and globalisation have transformed the way the world conducts business and are progressively providing consumers with greater variety, convenience, and affordability. One such mobile technology advancement that has taken the globe by storm is “mobile marketing”. Nonetheless, consumers, especially in developing countries such as Namibia, are deprived of enjoying the benefits mobile marketing has to offer and are more focused on using their mobile devices to interact with friends and family on social media platforms. The Purpose of this study was to investigate how consumer attitudes affect the adoption of mobile marketing in Namibian. In addition, the study sought to determine if the factors identified in the literature also influence consumer attitudes towards mobile marketing adoption in Namibia. This study pursued a positivist research philosophy and explanatory or causal research design since this would not only address the research objective but would also be highly appropriate in revealing new knowledge through hypothesis testing. Survey Research Strategy was suitable for this study in order to investigate the factors affecting consumer attitudes and mobile marketing adoption. This allowed for them to be measured simultaneously and allow for potentially underlying relationships to be examined. The reliability of the scales in the research instrument was tested through Cronbach’s alpha coefficient. In addition, Confirmatory Factor Analysis (CFA) was used to ensure validity. CFA was also performed to determine and confirm the core factors pertinent to the research. Structural Equation Modelling (SEM) was used to perform hypothesis testing and in validating the research model. The study found that all factors (perceived entertainment, perceived informativeness, perceived credibility, and perceived irritation) affect consumer attitudes. The research findings revealed that consumers’ adoption of mobile marketing in Namibia is positively affected by consumers’ attitudes towards mobile marketing. The study concluded with empirical and theoretical contributions, recommendations and future research avenues such as: for marketing managers to develop effective mobile marketing messages and strategies, they must understand the demographics of iii their target audiences. Marketers should invest more time in understanding how consumers evaluate marketing messages they receive on their mobile devices. This could help to determine consumer attitudes towards receiving and reading these messages and would allow for more effective advertising on mobile devices. Novel validated constructs followed by a model for consumer attitudes towards mobile marketing adoption concluded the study as empirical contributions to the science.
Description
A dissertation submitted in partial fulfilment of the requirements for the Degree of Doctorate of Business Administration
Keywords
Mobile device technology, Mobile marketing, Consumers' attitude, Globalisation