Resumo

PETZER, DJ. Investigating mobile marketing acceptance of urban South Africans residing in Gauteng. JCMAN [online]. 2011, vol.8, n.1, pp.384-407. ISSN 1815-7440.

The extent to which mobile phone ownership has penetrated the South African market in urban areas provides marketers with attractive opportunities to utilise mobile marketing to communicate and engage with these markets. Before mobile marketing opportunities can be successfully pursued, it is necessary to determine if urban South Africans will accept such practices. The study therefore aimed to determine the extent to which urban South Africans engage in marketing-related mobile activities and their subsequent willingness to accept mobile marketing messages from marketers. The target population for the study included mobile phone owners residing in the Gauteng Province of South Africa. A total of 267 useable responses were collected through a self-administered questionnaire. The results confirmed that as respondents' extent to which they engage in marketing-related mobile activities increase, so does their willingness to accept mobile marketing information. With regard to the constructs of the study, significant differences exist in terms of respondents' age, customer type and the length of relationship with mobile phone network service provider. The results indicate that marketers should focus on young consumers, and those consumers who have been with a mobile phone network service provider for more than five years seems to be most willing to accept mobile marketing messages.

Palavras-chave : marketing; mobile phone; marketing-related mobile activity; mobile marketing acceptance; South Africa.

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