Title: Consumer attitudes toward the adoption of mobile marketing in Namibia

Authors: Bernardus Franco Maseke

Addresses: Department of Management Science, University of Namibia, Windhoek, Namibia

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.2020.107298

International Journal of Markets and Business Systems, 2020 Vol.4 No.1, pp.42 - 80

Received: 24 Sep 2018
Accepted: 10 Apr 2019
Published online: 12 May 2020 *