Modelling mobile advertising, consumer response and mobile shopping behavior. a post COVID-19 pandemic perspective

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dc.contributor.authorMakudza, Forbes
dc.contributor.authorSibanda, Lucky
dc.contributor.authorMakwara, Tendai
dc.date.accessioned2024-11-14T07:42:15Z
dc.date.available2024-11-14T07:42:15Z
dc.date.issued2024
dc.description.abstractThis study investigated the impact of five mobile advertising strategies on consumer attention and interest to bolster mobile shopping. The study aimed to promote and enhance mobile shopping acceptance and usage. The stimulus-response of consumer attention and interest was modelled to directly impact the intention to use mobile shopping, whilst mobile shopping intention predicts actual mobile shopping. The AIDA model of consumer decision-making and the technology adoption model informed the study. Data for the study were collected from participants in Harare, Zimbabwe, using a structured questionnaire. The study validated 211 responses, which were analysed using a structural equation modelling technique (SEM). The study confirmed the importance of mobile shopping for consumer engagement and recommended enhancing mobile advertising to boost attention and interest, thereby increasing mobile shopping.
dc.identifier.citationMakudza, F., Masaire, R.F., Makwara, T., Sibanda, L. and Machaka, T.H.T., 2024. Modelling mobile advertising, consumer response and mobile shopping behavior. A post COVID-19 pandemic perspective. Cogent Business & Management, 11(1), p.2368102.
dc.identifier.urihttps://doi.org/10.1080/23311975.2024.2368102
dc.identifier.urihttps://hdl.handle.net/10566/19665
dc.language.isoen
dc.publisherCogent OA
dc.subjectSOCIAL SCIENCES::Business and economics
dc.subjectConsumer attention
dc.subjectConsumer psychology
dc.subjectBournemouth university
dc.subjectManagement and accounting
dc.titleModelling mobile advertising, consumer response and mobile shopping behavior. a post COVID-19 pandemic perspective
dc.typeArticle

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