Factors influencing the acceptance of mobile marketing among Generation Z students in South Africa
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Date
2021
Authors
Surtie, Sunaida Sumaya
Journal Title
Journal ISSN
Volume Title
Publisher
University of the Free State
Abstract
The objective of this study was to investigate the factors that influence the acceptance of mobile marketing among Generation Z students in South Africa. In South Africa mobile marketing has seen a remarkable change in the last few years. According to Kapil and Roy (2014:13), Generation Z is also known as the “mobile generation” and they are heavy users of mobile marketing. The problem identified here is that they are more likely to avoid online advertisements. Generation Z members see and value their mobile devices as their friend in hand. Therefore, information related advertisements are seen as irritation, intrusion and annoying. Mobile devices were invented as early as the 1940s and mobile marketing started off as a humble ping of an SMS, in 1992 (Ihrig, 2019). Mobile marketing acceptance has seen its ups and downs through the years. This was due to certain factors that influenced their acceptance thereof. Factors identified were from a study done by Taylor and Todd (1995), namely, social influence, attitude, perceived usefulness, perceived ease of use and perceived control. The researcher added other factors namely, risk, trust and relevance to the existing models and created the conceptual framework for the study. This study made use of quantitative research method. The numerical data was collected through questionnaires. The targeted individuals were Generation Z students aged 18 to 27 years. This included male and female students from different racial groups. The target population were selected based on the research objectives and cost-effectiveness. A total of 450 students were approached and requested to complete a questionnaire. Of which only 400 questionnaires were used. Results showed that factors of attitude, trust, perceived usefulness and social influence are the main factors that influence Generation Z members acceptance of mobile marketing. Students have a negative attitude towards mobile marketing messages and are not pleased on receiving mobile marketing messages on their mobile devices. They believe that the messages they receive are not tailored to them and they find them irritating. Additionally, students have a difficult time trusting the mobile marketing messages that they receive. With perceived usefulness, students do not find mobile marketing messages relevant and lastly, students get influenced by mass media. Lastly, to boost acceptance, marketers should find ways to feed their curiosity. They should create personalised mobile marketing messages and find ways to enhance the connection with Generation Z. This research could provide organisations with an idea of their market and assist them get ahead of the game.
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Keywords
Dissertation (M.Com. (Business Management))--University of the Free State, [2021], Mobile marketing, Generation Z, Factors that influencing acceptance of mobile marketing, Mobile marketing in South Africa, Acceptance models