A research report submitted to the Faculty of Commerce, Law and Management, University of the Witwatersrand, in partial fulfilment of the requirements for the degree of Master of Management in Strategic Marketing 2016 / The African hair-care business has become a multibillion-dollar industry, stretching from India to china attracting global retailers such as Unilever and L’Oréal. The African hair-care market will continue to grow, especially in the informal sector where it is said to employ about 1.5 people per business on permanent basis. In order for small businesses’ performance to improve in emerging markets, especially in the informal sector, improving their marketing skills is quite essential. Mobile marketing is cost effective and can be utilised to benefit both marketing practitioners and consumers. This is imperative in the informal hair-care industry, where businesses generally lack financial resources and therefore do not have a budget to spend on marketing and advertising. The mobile phone therefore becomes an important marketing channel to reach customers and increase profitability in informal hair-care businesses, yet there has not been much academic research conducted on this and little is known about the factors that might influence mobile marketing acceptance. The purpose of this study is therefore to bridge the gap by investigating perceived mobile interactivity influence on usability and mobile marketing acceptance in the informal hair-care industry in South Africa. A quantitative study was conducted using a sample of 312 informal hair-care business operators in the Johannesburg area. Given the nature of the informal sector, a nonprobability sampling method, known as convenience sampling, was used for data collection. For analysing and interpreting data, Structural Equation Modelling (SEM) approach was utilised. The study findings indicate that perceived interactivity dimensions (control, responsiveness and nonverbal information) have a positive effect on mobile phone usability and lead to mobile marketing acceptance. However, the findings showed a negative relation between perceived personalisation and mobile phone usability. This study aims to contribute to mobile marketing literature, be of benefit to Small, Medium and Micro-sized Enterprises (SMMEs) policy makers and add value to the field of marketing. Key words: perceived control, perceived responsiveness, nonverbal information, perceived personalisation, mobile phone usability, mobile marketing acceptance / GR2018

Cette thèse considère les consommateurs du commerce mobile de vente de détail comme objet de recherche en prenant la valeur perçue du commerce mobile comme point de départ. La question fondamentale de cette recherche est : quelles sont les relations entre la valeur perçue et la satisfaction du commerce mobile sur la fidélité du consommateur. L’objectif principal de cette recherche est donc d’identifier et de comprendre les facteurs clés qui contribuent à fidéliser le consommateur au commerce mobile dans un contexte de la vente au détail. Pour cela, nous avons clarifié le contenu spécifique de la fidélité des consommateurs de commerce mobile, et construit un modèle de recherche pour expliquer la fidélisation. Pour bien préciser comment les consommateurs perçoivent et évaluent le commerce mobile, nous avons effectué une étude qualitative exploratoire via des entretiens semi-directifs et une analyse de contenu avec Nvivo11. Grace à l’analyse qualitative, nous avons pu proposer un modèle de recherche avec des variables pertinentes. Cette recherche a utilisé Partial Least Squares(PLS) pour le modèle d'équation structurelle (SEM) pour tester le modèle et les hypothèses. / This thesis considers retail consumers of mobile commerce as a research subject, takes the perceived value of mobile commerce as the starting point. And we tries to conduct the research on this fundamental question: what are the determinants mechanism of the perceived value and satisfaction of mobile and their effects on loyalty. The main objective of this research is therefore to identify and understand the key factors that contribute to consumer loyalty to mobile commerce in a retail context. For this, we clarified the specific content of mobile commerce consumer loyalty, and built a research model to explain loyalty. In order to clarify how consumers perceive and evaluate mobile commerce, we conducted a qualitative exploratory study through semi-structured interviews and content analysis with Nvivo 11. Thanks to the qualitative analysis, we proposed the research model with relevant variables. This research uses Partial Least Squares (PLS) for the Structural Equation Model (SEM) to test the research model and hypothesis.

Literature has identified the need to study socially pervasive ICT in context in order to understand how user acceptability of innovation varies according to different inputs. This thesis contributes to the existing body of knowledge on innovation studies (Chapter 2) and proposes a methodology for a conceptual model, for representing dynamic contextual changes in longitudinal studies. The foundation for this methodology is the 'Price of Convenience' (PoC) Model (Chapter 4). As a theory development Thesis, it deals with two related studies of socially pervasive ICT implementation: (1) voluntary adoption of innovations and (2) acceptance of new socially pervasive and ubiquitous ICT innovations (Chapters 6 and 7).

<p><em>I detta arbete har vi studerat tjänsten SMS-betalning. Vi har fokuserat på att utvärdera och beskriva tjänstens användningsområde samt dess styrkor och svagheter. Utifrån företaget Mobill, vars affärsidé är att utveckla en betalningstjänst via SMS har vi fått en bild av hur ett företag kan satsa på denna teknik. I en studie med konsumenterna har vi visat den generella bilden av inställningen till betalningstjänsten, detta för att vidare kunna utvärdera betalningssystemet. Dessa studier har båda en kvalitativ karaktär. Våra undersökningar har visat att betalningstjänstens främsta användningsområde är för mindre betalningar, så kallade mikrobetalningar, vid betalning av framför allt parkeringsavgifter, biljetter för transport, events och vägtullar. Konsumenternas attityd till betaltjänsten är positiv men fortfarande saknas det något för att en bredare användning ska utveckla sig. Vår studie visar dessutom att SMS-betalningen för med sig en stödtjänst nämligen SMS-biljetten, där SMS-systemet både ersätter betalningen av en biljett samt biljetten i sig. Något som kan ses som positivt och tala för tjänstens fortsatta tillväxt. Hotbilden är dock signifikant och utgörs av konkurrerande tjänster som kan substituera SMS-betalningen genom nyare, säkrare och mer effektiva betalningslösningar med mobiltelefonen som hjälpmedel. Om SMS-betalningens existens är hotad är dock mer tveksamt, möjligen på en längre sikt där även SMS-funktionen som kommunikations medel blir föråldrad och utbytt.</em></p> / <p><em>In this thesis we have made a study of SMS-payment. Our focus has been to describe and analyze the possible uses of the service as well as their strengths and weaknesses. Through the business of Mobill whose idea is to develop a payment method via SMS, we have obtained a picture of how a company invests in this technology. Our research has shown that the SMS-payments main area of use is for the so called micro payments, when paying parking fees, tickets for transportation, events or road tax. The attitude of the consumers is positive in general but there is still something missing that will enable a broader use of the service. Furthermore our study shows that the service also enables the customer to get an electronic ticket when paying tickets by SMS. This is a factor that might provide the payment method with more chance of success and further growth. However there is a significant threat to the service, provided by their competitors. These competitors are developing mobile payment systems that can be considered newer, safer and more effective than the SMS-payment and might end up being a substitution. Yet it is more questionable whether the existence of the SMS-payment is threatened. Perhaps in a long term view where even the SMS-function as a means of communicating will be considered old and ultimately end up being replaced.</em></p>

I detta arbete har vi studerat tjänsten SMS-betalning. Vi har fokuserat på att utvärdera och beskriva tjänstens användningsområde samt dess styrkor och svagheter. Utifrån företaget Mobill, vars affärsidé är att utveckla en betalningstjänst via SMS har vi fått en bild av hur ett företag kan satsa på denna teknik. I en studie med konsumenterna har vi visat den generella bilden av inställningen till betalningstjänsten, detta för att vidare kunna utvärdera betalningssystemet. Dessa studier har båda en kvalitativ karaktär. Våra undersökningar har visat att betalningstjänstens främsta användningsområde är för mindre betalningar, så kallade mikrobetalningar, vid betalning av framför allt parkeringsavgifter, biljetter för transport, events och vägtullar. Konsumenternas attityd till betaltjänsten är positiv men fortfarande saknas det något för att en bredare användning ska utveckla sig. Vår studie visar dessutom att SMS-betalningen för med sig en stödtjänst nämligen SMS-biljetten, där SMS-systemet både ersätter betalningen av en biljett samt biljetten i sig. Något som kan ses som positivt och tala för tjänstens fortsatta tillväxt. Hotbilden är dock signifikant och utgörs av konkurrerande tjänster som kan substituera SMS-betalningen genom nyare, säkrare och mer effektiva betalningslösningar med mobiltelefonen som hjälpmedel. Om SMS-betalningens existens är hotad är dock mer tveksamt, möjligen på en längre sikt där även SMS-funktionen som kommunikations medel blir föråldrad och utbytt. / In this thesis we have made a study of SMS-payment. Our focus has been to describe and analyze the possible uses of the service as well as their strengths and weaknesses. Through the business of Mobill whose idea is to develop a payment method via SMS, we have obtained a picture of how a company invests in this technology. Our research has shown that the SMS-payments main area of use is for the so called micro payments, when paying parking fees, tickets for transportation, events or road tax. The attitude of the consumers is positive in general but there is still something missing that will enable a broader use of the service. Furthermore our study shows that the service also enables the customer to get an electronic ticket when paying tickets by SMS. This is a factor that might provide the payment method with more chance of success and further growth. However there is a significant threat to the service, provided by their competitors. These competitors are developing mobile payment systems that can be considered newer, safer and more effective than the SMS-payment and might end up being a substitution. Yet it is more questionable whether the existence of the SMS-payment is threatened. Perhaps in a long term view where even the SMS-function as a means of communicating will be considered old and ultimately end up being replaced.

Literature has identified the need to study socially pervasive ICT in context in order to understand how user acceptability of innovation varies according to different inputs. This thesis contributes to the existing body of knowledge on innovation studies (Chapter 2) and proposes a methodology for a conceptual model, for representing dynamic contextual changes in longitudinal studies. The foundation for this methodology is the 'Price of Convenience' (PoC) Model (Chapter 4). As a theory development Thesis, it deals with two related studies of socially pervasive ICT implementation: (1) voluntary adoption of innovations and (2) acceptance of new socially pervasive and ubiquitous ICT innovations (Chapters 6 and 7).

The purpose of this study is to problematize the technological transition from traditional retail to mobile commerce, its following challenges, and its impact on organizations. Further, to highlight what companies need in order to consider the implemention of this technological transition. Finally, this study aims to tackle synergies that are exposed in this study that defines factors which drive the technological transition from traditional retail to m-commerce.

Abstract This dissertation aims to examine the theoretical and empirical foundations of the mobile marketing phenomenon. While numerous studies have yielded important insights into this topic, the existing mobile marketing literature appears to be inconsistent and somewhat fragmented. With the help of two action research projects, interviews of mobile marketing practitioners, and an online survey, this study aims to contribute to our understanding of the nature of mobile marketing communications in consumer markets. This thesis consists of an introductory section and five papers. The first paper evaluates the current state of mobile marketing research based on a review and an analysis of extant literature that focuses on mobile (or wireless) applications aimed at marketing or advertising. Various definitions of mobile marketing are evaluated and a more technologically-agnostic definition is provided. The second paper presents a framework of the mobile marketing communications environment that delineates how mobile marketing should be integrated into a company's integrated marketing communications strategy. A comprehensive overview of divergent mobile marketing activities is provided, along with representative examples derived from popular press. In addition, a detailed description of mobile marketing campaign planning and its implementation process is provided. The third paper provides a conceptual model of the relationships between interactive integrated marketing communications and database management in a mobile context. The results from empirical research suggest that consumers are willing to participate in Short Message Service (SMS) marketing in a retailing context. The fourth and fifth papers utilize data collected by means of an online survey (n = 4,062) and examine the factors associated with consumers' intention to receive mobile advertising messages and responses to SMS direct-response campaigns. The results suggest that consumers' intention to receive mobile advertising messages is related to the relevance of the message, permission to receive mobile advertising messages, the benefits of receiving the message and the privacy of personal data. In addition, the results suggest that women and men differ significantly in their responses to SMS call-to-action campaigns, consumers aged 36–45 years are most likely to respond to SMS call-to-action in a TV program and participate in SMS sweepstakes and other competitions, and that employment status has a substantial impact on consumers' SMS campaign activity. Overall, this thesis provides a conceptual and theoretical foundation intended to guide research efforts focused on mobile media and to aid practitioners in their quest to achieve mobile marketing success.

Mobile commerce, due to its inherent characteristics of mobility and reachability in enhancing personalized services provides an excellent means for life insurers to exploit such avenue in their service offerings. The objective of this study was to determine whether mobile commerce can be used to improve the services of life insurance post-sale activities. This objective was achieved with the relevant literature and empirical study. To accomplish the objective of this treatise, a triangulated research approach was selected and a multiple-case study consisting of four cases was conducted. The four cases selected comprised of leading insurers with large market share in the life insurance market in South-Africa. The primary data were collected through questionnaire and face-to-face interviews with selected respondents. The main finding shows that the respondents had a positive view about mobile commerce and its application in their companies. This was demonstrated by 80 percent of respondents who agreed that mobile commerce was more of an opportunity rather than a challenge or even a threat for the life insurance market. The results also indicate that customer relationship management, mobile messaging services and field service automation functions were used by all the insurers; although minor discrepancies were observed due to the efficiency of each firms IT infrastructure. The Internet was found to assist in the collection of more precise data, to increase service performing abilities. Some of the major obstacles that were found to hinder the deployment of mobile commerce in the industry were security concerns, low and infrequent internet usage and performance by supporting industries. Cumbersome and inefficient legacy systems were declared as the greatest technological weakness particularly by respondents from case 1 and 2. Conversely, hardware and network infrastructure, lack of software packages, lack of technical expertise and the fear of disintermediation was rated low in hindering the deployment of mobile commerce. However, according to the findings the key benefits derived from engaging in increased mobile commerce activities include enhancing customer contact and service, more transparency and speed of claims management, increasing client retention and policy extension rates hence increasing overall company profit.

Background: In the past, the majority of products were sold in the retail industry through physical stores, making it possible for customers to interact and be personal with the retailers. The development of technology has made retailers move their operations to an online environment.    Problem: The problem of this paper is how companies that operate in an online environment can create relationships with their customers in the context of value creation. There exists limited research on how online retailers can create value creation and co-creation through e-commerce and m-commerce.   Purpose: This research aims to investigate what actions that are influencing value creation and value co-creation between firm and customer in the online sector of e-commerce and m-commerce. The thesis will examine if there exists a difference between e-commerce and m-commerce in terms of value creation and co-creation.    Method: This thesis is based on a qualitative research approach, the empirical findings were collected through an interview with the CEO of Please the Swede (PTS), followed up with six semi-structured interviews with the company's customers.   Results: It is evident that PTS carries out two different value-creating actions that enable the company to co-create value with its customers in e-commerce and m-commerce. Customer service and social media were identified as the two services that co-create value. It was also concluded that it did not exist any differences in terms of how value co-creation was created through PTS e-commerce and m-commerce.