Acceptance of Mobile Marketing Amongst Generation Z Students in South Arica: The Moderating Role of Attitude
Abstract
Mobile marketing distinguishes itself from other forms of marketing and serves to boost sales. However, research on Generation Z attitude on mobile marketing is scant even though this generation is an important segment of the consumer market. The purpose of this study was to investigate the moderating role of attitude on the relationship between factors influencing mobile marketing acceptance and the acceptance of mobile marketing amongst Generation Z students in South Africa. Previous research has revealed that consumers are very sensitive and protective of their privacy and do not always allow marketers to deliver messages without their permission. This study followed a quantitative approach and data were collected by means of a self-administered questionnaire amongst Generation Z students. A hierarchical multiple regression analysis was used to assess the moderating role of attitude. The results revealed that Generation Z students’ attitude moderates the relationship between the identified four factors, namely perceived ease of use, perceived usefulness, trust and risk and the acceptance of mobile marketing. Therefore, marketers should align their mobile marketing activities with Generation Z cohort in mind as their attitude towards mobile marketing strengthens their acceptance.
References
Abbas, A, & Mehmood, (2021). Understanding Digital Marketing Adoption in India: Integrated by Technology Acceptance Model (TAM) and Theory of Planned Behaviour (TPB) Framework. Journal of Management Sciences, 8(2), 70-87.
Alalwan, A. A, Dwivedi, Y.K., Rana, N.P, & Williams, M.D. (2016). Consumer adoption of mobile banking in Jordan: examining the role of usefulness, ease of use, perceived risk, and self-efficacy. Journal of Enterprise Information Management, 29(1), 118–139.
Bakare, A. S., Owusu, A. & Abdurrahaman, D. T. (2017). The behavior response of the Nigerian youths toward mobile advertising: An examination of the influence of values, attitudes and culture. Cogent Business & Management. 4:1, 1-18.
Damghanian, H., Zarei, A., & Kojuri, M. A. S. (2016). Impactof perceived security on trust, perceived risk, and acceptance of online banking in Iran. Journal of Internet Commerce. 15(3), 214-238.
de Cosmo, L. M., Piper, L. & Di Vittorio, A. (2021). The role of attitude toward chatbots and privacy concern on the relationship between attitude toward mobile advertising and behavioural intent to use chatbots. Italian Journal of Marketing, 83–102.
Deloitte. Welcome to Generation Z. (2019). Available online: welcome-to-gen-z.pdf (deloitte.com). (accessed on 10 March 2023)).
Eneizan, B., Mohammed, A. G., Alnoor, A., Alabboodi, A. S. and Enaizan, O. (2019). Customer acceptance of mobile marketing in Jordan: An extended UTAUT2 model with trust and risk factors. International Journal of Engineering Business Management, 11, 1–10.
Eze, S.C., Chinedu-Eze, V.C., Bello, A.O., Inegbedion, H., Nwanji, T. & Asamu, F. (2019). Mobile marketing technology adoption in service SMEs: a multi-perspective framework. Journal of Science and Technology Policy Management, 10,(3), 569-596. Sustainability. 13, 1-15.
Habib, S., & Hamadneh, N. N. (2021). Impact of perceived risk on consumers technology acceptance in online grocery adoption aming Covid-19 pandemic.
Hossain, M.A., Jahan, N., Islam, S. and Chowdhury, S.P. (2018), “The antecedents of word-of-mouth attitude in mobile advertising: an experimental study”, International Journal of Asian Social Science, 8(6), 296-305
Huanga, L., Moua, J., See-Tob, E. W. K. & Kim, J. (2019). Consumer perceived value preferences for mobile marketing in China: A mixed method approach. Journal of Retailing and Consumer Services. 48, 70-86.
Iddrisu, M., Adugudaa, A. A. & Martins, A. (2020). Receiving and Action Oriented Attitude of the Youth Towards Mobile Marketing: A Transitional Economy Perspective. International Journal of Marketing Studies. 12 (4), 14-29.
Islam, M. (2017). Capturing consumer attitude toward mobile advertising: an empirical investigation among different national cultures. Journal of Internet Banking and Commerce, 22 (3), 1-22.
Jan, A. A., Hanif, M. W. & Hafeez, S. (2022). Factors affecting the acceptance of mobile marketing: Role of ethics and permission-based marketing. City University Research Journal. 12, (1), 1-10.
Kim, M. (2020). Determinants of Young Consumers’ Attitude toward Mobile Advertising: The Role of Regulatory Focus. Journal of Promotion Management, 26, (2), 186-206.
McKinsey & Company. True Gen: Generation Z and Its Implications for Companies. 2018. Available online: Generation Z characteristics and its implications for companies | McKinsey. Accessed on 10 March 2023.
Munsch, A. (2021). Millennial and generation Z digital marketing communication and advertising effectiveness: A qualitative exploration. Journal of Global Scholars of Marketing Science. 31, (1), 10-29.
Mwaura, M., (2016). Factors affecting mobile market lead generation in South Africa. Master’s Dissertation. UCT.
Narang, U. & Shankar, V. (2019). Moblie marketing 2.0: state of the art and research agenda. Review of Marketing Research. 16, 97-119.
Pallant, J., (2013). SPSS survival manual. A step by step guide to data analysis using IBM SPSS. (5th ed). Open University Press: McGraw-Hill
Phuong, H. N. & An, N. T. (2017). Exploring drivers influencing consumers’ attitude towards mobile marketing. Can Tho University Journal of Science. 7: 148-159.
Ranjbarian, B., Rehman, M & Lari, A. (2014). Attitude toward SMS advertising and derived behavioral intension, an empirical study using TPB. Social Economic Debates. 3(1), 42-59.
San, T. S., Vasudevan, A., Hai, S. T., Fei, Z., Ng, C. P., & Guan, J. S. T. S. (2022). Generation Y: Influence of online advertisement on purchase desicion in Malaysia. The Seybold Report. 17(108), 112-130.
Schwieger, D, & Ladwig, C. (2018). Reaching and retaining the next generation: adapting to the expectations of Gen Z in the classroom. Information systems Education Journal. 16, (3), 45-54.
Sebastian, S. D. R. & Pandowo, M. (2016). The impact of credibility, informative, and hedonic/pleasure on youth consumers’ attitude towards advertising: study of mobile advertising. Jurnal EMBA. 4(1), 1077 - 1085.
Shareef, M.A, Dwivedi, Y. K., Kumar, V. & Kumar U. (2017). Content design of advertisement for consumer exposure: Mobile marketing through short messaging service. International Journal of Information Management, 37(4), 257-268.
Singh, S. (2019). Investigating Consumer Satisfaction towards Mobile Marketing. Journal of International Technology and Information Management. 28(2), 93-108.
Tong, S., Luo, X & Xu, B. (2020). Personalized mobile marketing strategies. Journal of the Academy of Marketing Science, 48:64–78.
Verma, D., Tripathi, V. & Singh, A. P. (2021). From physical to digital: what drives generation Z for mobile commerce adoption? Journal of Asia Business Studies. 15(5), 732-747.
Watson, C., McCarthy, J. & Rowley, J. (2013). Consumer attitudes towards mobile marketing in the smart phone era. International Journal of Information Management. 33(5), 840-849.
Worku, A., Shitahun, H., Mebrate, Y. & Andaregie, A. (2020). Assessing the attitude towards mobile marketing among university students. African Journal of Marketing Management, 12(1), 1-10.
Yin, C., Ding, S. & Wang, J. (2019). Mobile marketing recommendation method based on user location feedback. Human-Centric Computing and Information Sciences, 9(1), 14-31.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 Habofanwe Andreas Koloba, Sumaya Sunaida Surtie
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
The author fully assumes the content originality and the holograph signature makes him responsible in case of trial.
