IDEAS home Printed from https://ideas.repec.org/a/ids/ijmabs/v4y2020i1p42-80.html
   My bibliography  Save this article

Consumer attitudes toward the adoption of mobile marketing in Namibia

Author

Listed:
  • Bernardus Franco Maseke

Abstract

Retailers globally are using mobile marketing to promote, inform, appeal and position their products to consumers with great success, especially in the developed world. Although consumers in South Africa have adopted mobile marketing with great success, it is not clear if consumers in other countries in the 'Southern African Development Community' (SADC) region in Africa, in particular, Namibia is able to adopt mobile marketing. This study explored deficiencies in the body of knowledge on consumer attitudes toward the adoption of mobile marketing in Namibia. This study pursued a positivist research philosophy. The sample size for consumers was 384 consumers. Findings revealed that consumer attitudes towards mobile marketing adoption are positively affected by perceived entertainment, perceived informativeness, perceived irritation and perceived credibility. In addition, mobile marketing adoption is positively affected by consumer attitudes. Mobile marketing can engage consumers individually and cater for their personalised needs through building relationships.

Suggested Citation

  • Bernardus Franco Maseke, 2020. "Consumer attitudes toward the adoption of mobile marketing in Namibia," International Journal of Markets and Business Systems, Inderscience Enterprises Ltd, vol. 4(1), pages 42-80.
    • Handle: RePEc:ids:ijmabs:v:4:y:2020:i:1:p:42-80
    as

    Download full text from publisher

    File URL: http://www.inderscience.com/link.php?id=107298
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ids:ijmabs:v:4:y:2020:i:1:p:42-80. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sarah Parker (email available below). General contact details of provider: http://www.inderscience.com/browse/index.php?journalID=440 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.