Kadyamatimba, A.Shambare, R.Donga, Gift Taruwandira2020-09-232020-09-232020Donga, Gift Taruwandira (2020) The moderating effect of information security on the adoption of mobile marketing transactions among South African tertiary students. University of Venda, South Africa.<http://hdl.handle.net/11602/1527>.http://hdl.handle.net/11602/1527PhD (Business Management)Department of Business ManagementDespite the fast pace of development within the mobile commerce industry globally, marketers in developing countries are still lagging in understanding why and how consumers participate in mobile marketing transactions. The literature reporting on mobile marketing transactions’ adoption in a South African context remains largely inconsistent and fragmented as most previous studies are based on the experience of consumers in a non-South African (and nondeveloping country) context. Therefore, this study identifies a literature gap, in that there lacks a sufficient critical mass of studies into the moderating effect of information security on consumer adoption of mobile marketing transactions in South Africa particularly among the youth who have a strong affinity for constant mobile connectivity. Furthermore, confronted with rapid changes in emerging technology, previous models of technology adoption are slowly becoming outmoded. Consequently, this study considered testing a proposed model on the predictive power of marketing-related mobile activity to help improve understanding and prognosis of the adoption of mobile marketing transactions in South Africa. Specifically, in order to render these tests robust, perceived information security was applied as a moderator variable to increase the explanatory power of the model. The objectives set out for this research were measured utilising a single cross-sectional approach, guided by the positivist paradigm. In keeping with the dictates of ensuring the highest levels of reliability and validity, a measuring instrument developed from past studies was used. Using a self-administered questionnaire, data were collected from a sample of 810 students from selected South African universities. Descriptive and multivariate statistical tests including the moderated hierarchical regression analysis were used to analyse data. The implication of the study is that it provides both marketers and policymakers with a set of controllable variables that may be manipulated to promote the adoption of mobile marketing transactions.1 online resource (xviii, 244 leaves : color illustrations)enUniversity of VendaAdoptionMobile marketingUCTDSouth AfricaInformation securityModeration658.4780968257Electronic commerce -- South Africa -- LimpopoComputer crimes -- South Africa -- LimpopoRisk management -- South Africa -- LimpopoInternet commerce -- South Africa -- LimpopoComputer security -- South Africa -- LimpopoStudents -- South Africa -- LimpopoThe moderating effect of information security on the adoption of mobile marketing transactions among South African tertiary studentsThesisDonga GT. The moderating effect of information security on the adoption of mobile marketing transactions among South African tertiary students. []. , 2020 [cited yyyy month dd]. Available from: http://hdl.handle.net/11602/1527Donga, G. T. (2020). <i>The moderating effect of information security on the adoption of mobile marketing transactions among South African tertiary students</i>. (). . Retrieved from http://hdl.handle.net/11602/1527Donga, Gift Taruwandira. <i>"The moderating effect of information security on the adoption of mobile marketing transactions among South African tertiary students."</i> ., , 2020. http://hdl.handle.net/11602/1527TY - Thesis AU - Donga, Gift Taruwandira AB - Despite the fast pace of development within the mobile commerce industry globally, marketers in developing countries are still lagging in understanding why and how consumers participate in mobile marketing transactions. The literature reporting on mobile marketing transactions’ adoption in a South African context remains largely inconsistent and fragmented as most previous studies are based on the experience of consumers in a non-South African (and nondeveloping country) context. Therefore, this study identifies a literature gap, in that there lacks a sufficient critical mass of studies into the moderating effect of information security on consumer adoption of mobile marketing transactions in South Africa particularly among the youth who have a strong affinity for constant mobile connectivity. Furthermore, confronted with rapid changes in emerging technology, previous models of technology adoption are slowly becoming outmoded. Consequently, this study considered testing a proposed model on the predictive power of marketing-related mobile activity to help improve understanding and prognosis of the adoption of mobile marketing transactions in South Africa. Specifically, in order to render these tests robust, perceived information security was applied as a moderator variable to increase the explanatory power of the model. The objectives set out for this research were measured utilising a single cross-sectional approach, guided by the positivist paradigm. In keeping with the dictates of ensuring the highest levels of reliability and validity, a measuring instrument developed from past studies was used. Using a self-administered questionnaire, data were collected from a sample of 810 students from selected South African universities. Descriptive and multivariate statistical tests including the moderated hierarchical regression analysis were used to analyse data. The implication of the study is that it provides both marketers and policymakers with a set of controllable variables that may be manipulated to promote the adoption of mobile marketing transactions. DA - 2020 DB - ResearchSpace DP - Univen KW - Adoption KW - Mobile marketing KW - South Africa KW - Information security KW - Moderation LK - https://univendspace.univen.ac.za PY - 2020 T1 - The moderating effect of information security on the adoption of mobile marketing transactions among South African tertiary students TI - The moderating effect of information security on the adoption of mobile marketing transactions among South African tertiary students UR - http://hdl.handle.net/11602/1527 ER -