Title: Ethical concerns of consumers in mobile marketing

Authors: Bernardus Franco Maseke

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

Abstract: This paper investigated various ethical concerns in mobile marketing. Smartphones have become intelligent devices which store a wide range of rich detail about the owner's personal life. Third-party applications which can lead to unforeseen privacy and security risks have become a treat. The research questions: focused on privacy concerns, malware and spam and permission marketing concerns of consumers in Namibia? Positivist quantitative survey research was applied in this study. A sample size of 384 consumers were selected from the target population 500,000 in Windhoek. This 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. Privacy concerns awareness, spam, malware filtering should become prerequisites for mobile marketing to be effective.

Keywords: ethics mobile marketing; privacy; mobile spam; malware; permission marketing.

DOI: 10.1504/IJMABS.2020.107300

International Journal of Markets and Business Systems, 2020 Vol.4 No.1, pp.1 - 16

Received: 22 Jan 2019
Accepted: 14 May 2019
Published online: 12 May 2020 *