Factors influencing the adoption of mobile marketing on mobile service providers in Tanzania; the effect of attitude and subjective norms

Abstract

The purpose of the study was to investigate factors influencing adoption of mobile marketing on mobile service providers in Tanzania, by looking on the effects of attitude and subjective norms. The survey research approach was applied by collecting data in Dar es Salaam in five municipalities. The study drew a sample of 100 respondents from the study population and the returned questionnaires from the sample were 90 respondents, making it90 % of the response rate. Multistage sampling procedures was used. Data were analyzed based on inferential statistical analysis. The results have shown the P value on attitude was 0.001 and subjective norms was 0.004 which is less than 5% significance level, therefore, the results indicated attitude and subjective norms has effect on mobile marketing adoption. This study finding enhances the body of knowledge by validating the importance of attitude and subjective norms in mobile marketing adoption. It is a wake-up call to the service providers in designing appropriate mobile service brands that conform to customers’ attitudes and subjective norms.