Why young consumers are not open to mobile marketing communications

This paper explores young people's motivations for using mobile phones. Older adolescents' everyday use of traditional and new forms of mediated communication were explored in the context of their everyday lives, with data generated from self-completion questionnaires, diaries and mini focus groups. The findings confirm the universal appeal of mobile phones to a youth audience. Social and entertainment-related motivations dominated, while information and commercially orientated contact were less appealing. While marketers are excited by the reach and possibilities for personalisation offered by mobile phones, young people associated commercial appropriation of this medium with irritation, intrusion and mistrust. In other words, while marketers celebrated mobile phones as a 'brand in the hand' of youth markets, young people themselves valued their mobiles as a 'friend in the hand'. This suggests that the way forward for mobile marketing communications is not seeking or pretending to be young consumers' friend, butrather offering content that helps them maintain or develop the personal friendships that matter to them

Antecedents Of South African High School Pupils Acceptance Of Universities SMS Advertising

Based on its versatility as a personal and direct medium of communication, short message service (SMS) provides a potentially useful avenue to higher educational institutions for marketing their programs to prospective students. However, the success of mobile marketing depends largely on its acceptance by the target population. This study explores antecedents to pre-final year high school pupils’ acceptance of South African universities’ SMS advertising. Results show that social influence is a better predictor of the target market’s intentions to adopt SMS advertising than attitudes are. Behavioral intentions are a function of attitudes, social influences, innovation levels, and perceived study utility. No significant relationship exists between perceived risk and SMS advertising acceptance.  South African universities could consider using SMS advertising in conjunction with traditional media, but should ensure that SMS content is based on the needs of their target market

Factors Affecting Users' Purchase Intention and Attitudes towards Mobile Advertising

The growing number of mobile users encourages companies to take advantage of these opportunities to improve their marketing strategy. One of the marketing strategies that can be done through mobile devices is mobile advertising. However, the problem is that many users still consider mobile advertising as spam and many companies do not know how to start mobile advertising. While to start mobile advertising, must first understand the attitude of mobile users themselves. Therefore, this study aims to analyze the factors that can affecting Tokopedia application user's attitude to mobile advertising seen from affective and cognitive side. Additionally, this study aims to analyze the impact of mobile advertising on purchase intention of users to purchase products or services offered through mobile advertising. This research uses quantitative approach which is done by collecting respond from 565 Tokopedia application user's. The data is then analyzed using CB-SEM method using AMOS 21. Based on the results of analysis, the writers found that perceived ease of use, perceived usefulness, positive emotions, and negative emotions affect the user's attitude towards mobile advertising. Next, attitude also has an effect on user's purchase intention on advertised products or services

Exploratory Study on Consumers’ Motive to Accept Mobile Marketing in the Emerging Market; Tanzania

The global communication revolution from traditional land line to mobile phone, has significantly give pace to the innovation of mobile marketing that reach large number of customers with less cost . The means that allow direct interaction and personalization to the target audience based on time and location, has been practiced in many countries as well as in Tanzania  in order to reach the target audience and increase efficiency in marketing strategies. The acceptance of the means is gradually low and not consistence to the countries practiced this form of advertising, due to the diverse motivating factors driving to the acceptance of this form of mobile marketing. To date there is scarce researches concerning the motivating factors of consumers’ willingness to acceptance and respond to the mobile marketing in Tanzania context, This exploratory study aim to fill this gap, focusing on investigating the driving factors for the acceptance of mobile marketing in this emerging market Tanzania, where this marketing communication channel is in its embryonic stage, and the success depend upon the acceptance of the consumer.  Theory of reasoned action (TRA) and Use and Gratification framework applied on examining the consumers’ behavioral intention to receive and use the SMS advertising. There were 336 valid responses analyzed via Liner Regression and Structural Equation Model in Amos version21. The results statistically confirms that social norms and attitude are the factors affecting behavioral intention, but social norms has much influence than attitude to influence behavioral intention to accept mobile marketing. Informative nature of the mobile marketing has strong influence on attitude toward the acceptance, perceived utility also is a significant driver on attitude. Incentive has weak motivation to attitude, but is a significant driver to behavioral intention to accept mobile marketing. Perceived risk and trust have insignificant relation to attitude. Shared content is a significant driver to behavioral intention through social norms. The effect of permission as the pre requisite in sending mobile advertisement, and cultural diversity within Tanzanian context has been ignored in this study. The study will provide insight to marketing practitioners in Tanzania on creating the SMS ads that characterized with motivating factors that will influence consumers’ behavioral intention to accept mobile marketing. Keywords: Mobile marketing: Attitude: SMS advertising: Behavior intentio

Online shopping routines among chilean children: level of expansion and main causes

This research focuses on the last phase of advertising1 and seeks to analyse the frequency of purchase via mobile devices by children and adolescents (aged 10 to 14) living in the Metropolitan Region of Santiago de Chile. The interest in this particular cohort stems from the fact that recent studies have shown that online purchases have increased significantly among Chileans. The study addresses online shopping tendencies among children based on how they respond to the advertising they are exposed to through their mobile devices. Specifically, the text analyses the level of expansion, reasons for online purchases, access and payment, and interest categories, among other issues. To this avail, a survey was conducted in 501 households in the Metropolitan Region of Santiago de Chile. The results show that less than 10% of the respondents said they had made online purchases over the last year, and among those who had made purchases, most of these corresponded to the acquisition of video games, event tickets and clothing. Nearly 50% stated that online purchases were motivated by lower prices or access to promotions. This research aims to contribute to establishing a solid starting point and promote subsequent research on better child rearing practices, content supervision and parental and social mediation

Questioning the Generational Divide: Technological Exoticism and Adult Constructions of Online Youth Identity

Part of the Volume on Youth, Identity, and Digital Media. This chapter reflects on the effects and implications of the discrepancy between adult perspectives on digital media and youth experiences. Through an analysis of public discourse by marketers, journalists, and new media researchers compared with statements by young technology users, it is proposed that the current so-called "Internet generation" is in fact a transitional generation, in which young Internet users are characterized to varying degrees by a dual consciousness of both their own and adult perspectives, the latter of which tend to exoticize youth. An analogy with the first television generation is developed to suggest that the birth of a true Internet generation, some years in the future, will pave the way for more normalized, difficult-to-question changes in media attitudes and consumption, and thus that the present transitional moment should be taken advantage of to encourage conversation between adults and youth about technology and social change

Smartphones

Many of the research approaches to smartphones actually regard them as more or less transparent points of access to other kinds of communication experiences. That is, rather than considering the smartphone as something in itself, the researchers look at how individuals use the smartphone for their communicative purposes, whether these be talking, surfing the web, using on-line data access for off-site data sources, downloading or uploading materials, or any kind of interaction with social media. They focus not so much on the smartphone itself but on the activities that people engage in with their smartphones

A qualitative study of children, young people and 'sexting' : English

The purpose of this small scale qualitative research was to respond to and enhance our understandings of the complex nature of sexting and the role of mobile technologies within peer teen networks. It was designed as a pilot study – to investigate a phenomenon whose nature, scale and dimensions were unknown. Thus the research itself also was small in scale and exploratory in nature and also culturally and geographically specific. We conducted focus group interviews with 35 young people years 8 and 10 in two inner city London schools. At the focus groups we asked participants to friend us on Facebook, with a research Facebook profile. We then mapped some of their activities online and returned for 22 individual interviews with selected case study young people. We also interviewed key teachers and staff at the schools. The study found that threats from peers in digital social networks were more problematic for young people that ‘stranger danger’ from adults. Digital technologies facilitated new visual cultures of surveillance, in which young women were pressured to send revealing body photos or asked to perform sexual services by text and through social networking sites. In this way, sexting aggravated peer hierarchies and forms of sexual harassment in schools, meaning that sexting was often coercive and was sometimes a form of cyberbullying. Girls were most negatively affected by ‘sexting’ in cultural contexts of increasing ‘sexualisation’ shaped by sexual double standards and boys had difficulty in challenging constructions of sexually aggressive masculinity. The research allowed for exploration of when pleasurable sexual flirtation through digital communication moved into sexual coercion and harassment, which was illustrated through narrative examples. Considering the relationship between online and offline risks it found sexual double standards in attitudes to digital sexual communication were linked to incidents of real playground sexual harassment and violence. Finally, it found that children at primary school age were being impacted by the coercive aspects of ‘sexting’ at an earlier age, than prior research indicated

Generation Z : influencers of decision-making process : the influence of WOM and Peer interaction in the decision-making process

Young people comprise a lucrative market for many goods and influence adult spending patterns. Generation Z is the first generation who has grown up in the middle of an era of developed information technology, being one of the most critical users of SNS, constantly engaging in online exchanging of information and conversation among its peers. The study of this generation’s current behaviors is an opportunity for marketers to get to know them, understanding the best way to target them, comprehending their preferences and influencers through their decision-making process. Trough studying the effect of Peer Interaction and WOM throughout the decision-making process, it will be possible to uncover key influencers of Generation Z. A survey was designed to understand consumer preferences, and data was analyzed through Confirmatory Factor Analysis and Structural Modeling Equations, using the statistical software SPSS AMOS 21.0. The results show that Peer Interaction positively influences Generation Z’s decision-making, most predominantly in the first stages of the process, while the influence of WOM was not statistically supported. Further influencers should be considered in the future, to uncover what may drive Generation Z’s decisions, so that marketers can develop more accurate strategies to best target this younger generation