Mobile TV as a marketing tool in South Africa: A consumer’s perspective

Show simple item record Chuchu, T Chiliya, N Uta, L 2018-07-24T11:20:13Z 2018-07-24T11:20:13Z 2014
dc.identifier.citation Chuchu, T., Chiliya, N., & Uta, L. (2014). Mobile TV as a Marketing Tool in South Africa: A Consumer’s Perspective. Mediterranean Journal of Social Sciences, 5(25), 158-166 en_ZA
dc.identifier.issn 2039-2117
dc.description.abstract Mobile Television is highly considered to be the next breakthrough application in wireless technology. Recently mobile marketing has become an important method of communication with the recent advances in mobile phone technology. The primary objective of the study was to find solutions that could possibly increase the number of mobile TV subscribers in South Africa so as to increase mobile TV usefulness as a marketing tool for products and services. The design of the study was a quantitative design. This research involved distributing a questionnaire at The University of The Witwatersrand to a sample group of 380 students between the ages of 18 to 25. The data collected was analysed using Statistical Analysis Software (SAS) Enterprise Guide 5.The results of the empirical study indicated that size of screens being too small was a major concern for mobile TV viewers and would make viewers less likely consider viewing mobile TV. en_ZA
dc.language.iso en en_ZA
dc.rights Copyright © MCSER-Mediterranean Center of Social and Educational Research en_ZA
dc.subject Mobile television en_ZA
dc.subject Technology en_ZA
dc.subject Communication en_ZA
dc.title Mobile TV as a marketing tool in South Africa: A consumer’s perspective en_ZA
dc.type Article en_ZA
dc.journal.volume Vol 5 en_ZA
dc.journal.title Mediterranean Journal of Social Sciences en_ZA
dc.description.librarian KIM2018 en_ZA
dc.citation.doi 10.5901/mjss.2014.v5n25p158 en_ZA
dc.citation.epage 166 en_ZA
dc.citation.issue 25 en_ZA
dc.citation.spage 158 en_ZA

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