The influence of mobile marketing on small to medium enterprise performance

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dc.contributor.authorLarbi-Odam, Lorraine Abena
dc.date.accessioned2020-12-06T12:24:17Z
dc.date.available2020-12-06T12:24:17Z
dc.date.issued2020
dc.descriptionA research report submitted in fulfilment of the requirements for the degree of Master of Management in the field of Strategic Marketing to the Faculty of Commerce, Law and Management, Wits Business School, University of the Witwatersrand, Johannesburg, 2020en_ZA
dc.description.abstractGiven the ubiquity of digital marketing techniques and increasing mobile adoption rates, this research was aimed at investigating the influence of mobile marketing on small-to-medium enterprises (SMEs) performance by considering its influence on brand awareness, customer acquisition, and sales. Online and paper-based questionnaire surveys were conducted, and 254 South African SMEs were obtained from the identified sample. The study tested three hypotheses using structural equation modeling. All hypotheses displayed significant relationships per testing, as findings revealed that mobile marketing has a positive effect on brand awareness, customer acquisition, and sales. Mobile marketing appears to have an even stronger influence on sales, which is insightful for managers and marketers within SMEs looking to employ digital marketing techniques that will aid the improvement of overall business performance. Managerial implications highlight that managers within the SME sector are now in a better position to make decisions on how to invest their limited resources on specific (or a combination of) digital marketing technologies that can assist them in enhancing their digital marketing/business objectives that are geared towards increasing performance. This study is particularly important in the local South African context, where a lack of marketing skills is one of the reasons for SME failure in the country. Ultimately, the study contributes to the literature and theoretical knowledge on the influence of digital marketing technologies on marketing/business objectives of small to medium enterprises.en_ZA
dc.description.librarianTL (2020)en_ZA
dc.facultyFaculty of Commerce, Law and Managementen_ZA
dc.identifier.urihttps://hdl.handle.net/10539/30336
dc.language.isoenen_ZA
dc.rights.holderUniversity of the Witswatersrand, Johannesburg
dc.schoolWits Business Schoolen_ZA
dc.subjectMOBILE MARKETING
dc.subjectSMALL TO MEDIUM ENTERPRISE PERFORMANCE
dc.subjectDigital marketing techniques
dc.subjectSMEs
dc.subject.otherSDG-8: Decent work and economic growth
dc.titleThe influence of mobile marketing on small to medium enterprise performanceen_ZA
dc.typeDissertationen_ZA
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