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

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dc.citation.doi10.5901/mjss.2014.v5n25p158en_ZA
dc.citation.epage166en_ZA
dc.citation.issue25en_ZA
dc.citation.spage158en_ZA
dc.contributor.authorChuchu, T
dc.contributor.authorChiliya, N
dc.contributor.authorUta, L
dc.date.accessioned2018-07-24T11:20:13Z
dc.date.available2018-07-24T11:20:13Z
dc.date.issued2014
dc.description.abstractMobile 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.description.librarianKIM2018en_ZA
dc.identifier.citationChuchu, 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), 158-166en_ZA
dc.identifier.issn2039-2117
dc.identifier.urihttps://hdl.handle.net/10539/25166
dc.journal.titleMediterranean Journal of Social Sciencesen_ZA
dc.journal.volumeVol 5en_ZA
dc.language.isoenen_ZA
dc.rightsCopyright © MCSER-Mediterranean Center of Social and Educational Researchen_ZA
dc.subjectMobile televisionen_ZA
dc.subjectTechnologyen_ZA
dc.subjectCommunicationen_ZA
dc.titleMobile TV as a marketing tool in South Africa: A consumer’s perspectiveen_ZA
dc.typeArticleen_ZA
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