An empirical study of perceived usefulness, ease of use, risks and the intention to use mobile marketing by millennials in Botswana
| dc.contributor.author | Shukla, Shuchita | |
| dc.contributor.supervisor | Mgiba, Freddy | |
| dc.date.accessioned | 2025-01-17T07:53:42Z | |
| dc.date.available | 2025-01-17T07:53:42Z | |
| dc.date.issued | 2024 | |
| dc.description | A research report submitted in partial fulfillment of the requirements for the degree of Master of Commerce in Marketing to the Faculty of Commerce, Law and Management, School of Business Science, University of the Witwatersrand, Johannesburg, 2024 | |
| dc.description.abstract | The use and impact of mobile marketing platforms have significantly increased in the Botswana market over the last few years, especially during the nationwide lockdown resulting from the COVID-19 pandemic. To better understand this, this research applied the technology acceptance model (TAM) and social penetration theory (SPT) to study the impact of perceived usefulness, ease of use and risks on millennials' intention to use mobile marketing in Botswana. The findings of this study showed that (a) perceived pessimism and privacy issues do not have a negative impact on the final intention to use mobile marketing platforms, while (b) perceived usefulness, ease of use, trust, financial issues and invasiveness does have an impact on the user’s final intention to use mobile marketing platforms. The results of this study offer academic and managerial implications that can contribute to businesses engaged in or intending to engage in mobile marketing strategies | |
| dc.description.submitter | MM2025 | |
| dc.faculty | Faculty of Commerce, Law and Management | |
| dc.identifier | https://orcid.org/ 0000-0002-7355-4886 | |
| dc.identifier.citation | Shukla, Shuchita. (2024). An empirical study of perceived usefulness, ease of use, risks and the intention to use mobile marketing by millennials in Botswana [Master’s dissertation, University of the Witwatersrand, Johannesburg]. WireDSpace. | |
| dc.identifier.uri | https://hdl.handle.net/10539/43526 | |
| dc.language.iso | en | |
| dc.publisher | University of the Witwatersrand, Johannesburg | |
| dc.rights | © 2024 University of the Witwatersrand, Johannesburg. All rights reserved. The copyright in this work vests in the University of the Witwatersrand, Johannesburg. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of University of the Witwatersrand, Johannesburg. | |
| dc.rights.holder | University of the Witwatersrand, Johannesburg | |
| dc.school | School of Business Sciences | |
| dc.subject | BOTSWANA | |
| dc.subject | MILLENNIALS | |
| dc.subject | MOBILE MARKETING | |
| dc.subject | PERCEIVED EASE OF USE | |
| dc.subject.other | SDG-9: Industry, innovation and infrastructure | |
| dc.title | An empirical study of perceived usefulness, ease of use, risks and the intention to use mobile marketing by millennials in Botswana | |
| dc.type | Dissertation |