International Journal of Markets and Business Systems
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International Journal of Markets and Business Systems (2 papers in press)
Consumer Attitudes Toward the Adoption of Mobile Marketing in Namibia by Bernardus Maseke Abstract: Background: 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 South Africa have adopted mobile marketing with great success, it is not clear if retailers in other countries in the Southern African Development Community (SADC) region in Africa, in particular, Namibia is able to adopt mobile marketing.
Objectives: To explore deficiencies in the body of knowledge on consumer attitudes toward the adoption of mobile marketing in Namibia.
Methodology: This study pursued a positivist research philosophy. A Quantitative research methodological approach was used for this study because the study examined relationships between variables (consumer attitudes and mobile marketing adoption), which was measured numerically and analysed by a range of statistical techniques. The appropriate design for this study was causal research, while survey research was found to be a suitable research strategy.
Systematic random sampling was employed to sample consumers. At a confidence level of 95% from a population of 500 000 consumers, the sample size for consumers was 384 consumers.
Results: Mobile marketing should not only be used as a media for marketing but should be viewed as a form of marketing which can engage consumers on an individual basis and cater for their personalized needs through building relationships. Mobile offerings should be filtered to ensure only the most relevant information is communicated to the right consumers. In addition, the study found that consumers attitudes toward mobile marketing adoption in Namibia are affected by perceived entertainment, perceived informativeness, perceived irritation and perceived credibility.
Conclusion: The purpose of this study was to investigate how consumer attitudes influence the adoption of mobile marketing in the Namibian retail sector and to propose a possible consumer mobile marketing adoption model to be used by retailers in developing countries like Namibia. 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.
Keywords: Mobile Marketing; Attitudes; Types of Mobile Marketing; Mobile Marketing Adoption; Mobile Marketing Applications; Consumer Attitudes; Mobile Marketing Models; Mobile Marketing Theories.
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.