Consumer attitudes toward the adoption of mobile marketing in Namibia Online publication date: Tue, 12-May-2020
by Bernardus Franco Maseke
International Journal of Markets and Business Systems (IJMABS), Vol. 4, No. 1, 2020
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.
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