THE INFLUENCE OF MARKETING-RELATED MOBILE ACTIVITIES ON THE ADOPTION OF MOBILE MARKETING TRANSACTIONS: A USES AND GRATIFICATION PERSPECTIVE

There is an increasing attention being accorded to the adoption of mobile marketing transactions in recent years, as both practitioners and researchers recognise that mobile commerce (m-commerce) is poised to burst into the mainstream. This study identifies a literature gap in which there seems to be an insufficient critical mass of studies on the adoption of innovative marketing technologies within the South African context. More specifically, very few studies have been conducted regarding the contribution of mobile marketing-related activities on consumer behaviour towards m-commerce. In view of this development, guided by the uses and gratification theory, the purpose of this study is to ascertain the influence of marketing-related mobile activities on the adoption of mobile marketing transactions, specifically focusing on the South African youth consumers. To fulfil the purpose of the study, the objectives of the study are centered on examining the degree to which the following marketing-related mobile activities: (1) provide information online, (2) access content online, and (3) share content online, influence consumers’ adoption of mobile marketing transactions. Following a quantitative research technique and a descriptive single cross-sectional design, data was gathered through a self-administered questionnaire, using a sample of 810 students from three selected South African universities. Three research hypotheses were advanced in line with the study objectives, and they were tested using linear regression analysis. The study findings confirm the positive significant effects of marketing-related mobile activities in driving adoption of mobile marketing transactions. Managerial implications of the findings are discussed, and limitations and future research directions are also indicated.