A qualitative study to explore the drivers, perceived benefits, and barriers of mobile marketing adoption – the case of Mauritius
This qualitative study explored the factors affecting mobile marketing acceptance and adoption. Unlike existing studies that investigated the mobile marketing adoption factors from the end users’ perspective, this study has explored the challenges, opportunities, and implications of the state of art...
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| Format: | Article |
| Language: | English |
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Sciendo
2024-09-01
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| Series: | International Journal of Management and Economics |
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| Online Access: | https://doi.org/10.2478/ijme-2024-0027 |
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| author | Sagan Mariusz Sannegadu Rajesh Pudaruth Sameerchand Juwaheer Thanika Devi Lamport John Matthew |
| author_facet | Sagan Mariusz Sannegadu Rajesh Pudaruth Sameerchand Juwaheer Thanika Devi Lamport John Matthew |
| author_sort | Sagan Mariusz |
| collection | DOAJ |
| description | This qualitative study explored the factors affecting mobile marketing acceptance and adoption. Unlike existing studies that investigated the mobile marketing adoption factors from the end users’ perspective, this study has explored the challenges, opportunities, and implications of the state of art of mobile marketing from a multi-stakeholders’ perspective. To achieve the study’s objective, primary data were collected through a focus group meeting among several stakeholders. Findings revealed that many businesses acknowledge its strategic importance for their growth and sustainability although mobile marketing in Mauritius is still at an infant stage and has a promising growth. These exploratory results have important implications for policymakers, managers, and digital marketers of diverse sectors to promote the adoption of mobile marketing in Mauritius. The unique novelty of our study reinforces the new theoretical lens on the concept of mobile marketing despite diverse research studies in this field in both developed and developing states. |
| format | Article |
| id | doaj-art-678dc5b76f0a4aa3a7a2f0955b19109d |
| institution | Kabale University |
| issn | 2543-5361 |
| language | English |
| publishDate | 2024-09-01 |
| publisher | Sciendo |
| record_format | Article |
| series | International Journal of Management and Economics |
| spelling | doaj-art-678dc5b76f0a4aa3a7a2f0955b19109d2025-02-02T15:48:18ZengSciendoInternational Journal of Management and Economics2543-53612024-09-0160425927110.2478/ijme-2024-0027A qualitative study to explore the drivers, perceived benefits, and barriers of mobile marketing adoption – the case of MauritiusSagan Mariusz0Sannegadu Rajesh1Pudaruth Sameerchand2Juwaheer Thanika Devi3Lamport John Matthew4Collegium of Business Administration, SGH Warsaw School of Economics, Warsaw, PolandFaculty of Law and Management, University of Mauritius, Reduit, MauritiusFaculty of Law and Management, University of Mauritius, Reduit, MauritiusFaculty of Law and Management, University of Mauritius, Reduit, MauritiusFaculty of Law and Management, University of Mauritius, Reduit, MauritiusThis qualitative study explored the factors affecting mobile marketing acceptance and adoption. Unlike existing studies that investigated the mobile marketing adoption factors from the end users’ perspective, this study has explored the challenges, opportunities, and implications of the state of art of mobile marketing from a multi-stakeholders’ perspective. To achieve the study’s objective, primary data were collected through a focus group meeting among several stakeholders. Findings revealed that many businesses acknowledge its strategic importance for their growth and sustainability although mobile marketing in Mauritius is still at an infant stage and has a promising growth. These exploratory results have important implications for policymakers, managers, and digital marketers of diverse sectors to promote the adoption of mobile marketing in Mauritius. The unique novelty of our study reinforces the new theoretical lens on the concept of mobile marketing despite diverse research studies in this field in both developed and developing states.https://doi.org/10.2478/ijme-2024-0027mauritiusmobile devices/applicationmobile marketingmobile usersqualitative insightsm3l8 |
| spellingShingle | Sagan Mariusz Sannegadu Rajesh Pudaruth Sameerchand Juwaheer Thanika Devi Lamport John Matthew A qualitative study to explore the drivers, perceived benefits, and barriers of mobile marketing adoption – the case of Mauritius International Journal of Management and Economics mauritius mobile devices/application mobile marketing mobile users qualitative insights m3 l8 |
| title | A qualitative study to explore the drivers, perceived benefits, and barriers of mobile marketing adoption – the case of Mauritius |
| title_full | A qualitative study to explore the drivers, perceived benefits, and barriers of mobile marketing adoption – the case of Mauritius |
| title_fullStr | A qualitative study to explore the drivers, perceived benefits, and barriers of mobile marketing adoption – the case of Mauritius |
| title_full_unstemmed | A qualitative study to explore the drivers, perceived benefits, and barriers of mobile marketing adoption – the case of Mauritius |
| title_short | A qualitative study to explore the drivers, perceived benefits, and barriers of mobile marketing adoption – the case of Mauritius |
| title_sort | qualitative study to explore the drivers perceived benefits and barriers of mobile marketing adoption the case of mauritius |
| topic | mauritius mobile devices/application mobile marketing mobile users qualitative insights m3 l8 |
| url | https://doi.org/10.2478/ijme-2024-0027 |
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