International Journal of Markets and Business Systems
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International Journal of Markets and Business Systems (3 papers in press)
Consumer Attitudes Toward the Adoption of Mobile Marketing in Namibia by Bernardus 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. Keywords: mobile marketing; attitudes; types of mobile marketing; mobile marketing adoption; mobile marketing applications; consumer attitudes; mobile marketing models; mobile marketing theories. DOI: 10.1504/IJMABS.2019.10023915
Ethical concerns of consumers in Mobile marketing by Bernardus Maseke Abstract: This paper investigated the different types of ethical concerns related to mobile marketing, in particular on the mobile device as an easy target for cyber-crimes, hacking and privacy invasion. Smartphones have become advanced, intelligent devices which are able to process and store a wide range of personal information. The combined information that can be accessed through a smartphone is vast, rich in detail, and covers a variety of the owners personal life. It can however not be overlooked that permitting third-party applications to operate within a device holding private information about their owner can lead to unforeseen privacy and security risks. rnThe research questions were are threefold. What are the privacy concerns of mobile marketing consumers in Namibia? To what extent is malware and spam a concern for Namibian mobile marketing consumers? What are the privacy and permission marketing concerns of consumers in Namibia? Quantitative research was found to be more appropriate than a qualitative and was thus selected. A sample size of 384 consumers were selected from the target population in Windhoek.rnThis study found that consumers are aware of privacy concerns in Namibia. This is similar to what was found in a previous studies. This study also found that consumers are concerned about malware and spam in Namibia, which is a general concern of mobile device users globally. This study finally found consumers are not concerned about privacy and permission marketing in Namibia. This also seem to be consistent with what was found in the literature and is a global trend among mobile device users. The researcher suggests that contrary to traditional marketing channels, the interest of the consumer must be investigated properly to send adverts more precisely. Privacy concerns and awareness, spam, malware should become the prerequisites for mobile marketing to be effective.rn Keywords: Ethics Mobile Marketing; Privacy; Mobile Spam; Malware; Permission Marketing.
APPLICATION OF LINGUISTIC MODELING TO SYSTEMS AND PRODUCT DESIGN by Janos Korn Abstract: Design thinking is an integral part of problem solving which is an incessant and common activity in the living sphere in the course of survival and achievement of ambitions, the alternative is extinction. There is a variety of problem solving or design methods usually pursued separately for systems and product in business, management, in engineering and fashion design otherwise the activity is carried out instinctively, it is innate. The aim of this paper is to introduce an integrated design thinking procedure which is supported by the new science of systems or structures and in particular by linguistic modelling. Thus, design thinking has acquired a theoretical support with clearly different functions of the systems and component designers. Parts of science of systems relevant to design thinking are described which serve as guidance for design activity. Problematic issues and expectations of those affected can be elucidated by managers, designers and individuals leading to emergence of a scheme intended to aid systemic thinking for solving problems and to detailed design of prototype models. Keywords: Integrated design thinking; linguistic modelling; systems science; producers; users; product.