African Generation Y Students’ Mobile Advertising Usage

Sharp, KL

doi:10.5901/mjss.2014.v5n21p85

Cited by 3 publications

(2 citation statements)

References 19 publications

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“…In 2013, the South African millennials constituted approximately 38 per cent of the South African population (52, 981, 991 people); and this is a similar percentage as that shown in the 2011 Census results (Statistics South Africa, 2013; Sharp and Bevan-Dye, 2014). An estimated 83 per cent of this percentage, with the majority consisting of black South Africans thus the BSAMs, constituted 31.54 per cent of the South African population in 2013 (Statistics South Africa, 2013; Sharp and Bevan-Dye, 2014; Van Deventer et al , 2014).…”

Section: Literature Reviewsupporting

confidence: 68%

Analysis of factors influencing black South African millennials when considering African Ankara fabric fashion

Mbumbwa

Chigada

2018

IJCST

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The evolution of fashion has been based on the designs from the fashion capitals of the world (Tidjani, 2013). Novelty and expression have been determinants of leading fashion. African fashion portrays both these elements through the vibrant fabric and culturally inspired pieces of clothing (Eicher and Ross, 2010). The term Ankara, though a name for a specific African fabric, has been used in reference to African fashion generally (Peters, 2014). With Western fashion dominating South African shopping centres, whether the younger and significant black South African Millennial cohort members ascribe any value to African fabric fashion is of interest. The objective of this study is to explore, investigate and ascertain what factors black South African Millennials consider to be influential to their consideration of African Ankara Fabric Fashion. The adoption of fashion is behaviour which is preceded by a consumer holding the intention to so act. It is of interest to see what factors black South African Millennials consider influential when considering African Ankara fabric fashion. An exploratory research design was used and will provide insights regarding the factors which are considered to be influential by the target population. The Theory of Planned Behaviour (TPB) composed by Ajzen (1991) is a basis theory for the study. The African fashion industry is growing and is becoming increasingly acknowledged across the globe. The popularity of the fashion among the millennial generation in Africa is duly questionable. The sample was knowledgeable and expressive African fabric fashion. Positive perceptions are held regarding the fashion based on African pride. Many influential factors arose. The cohort holds noteworthy passion for African development together with a desire to educate the world of black excellence and the capabilities of Africans. Musical artists were the opinion leaders acknowledged by the sample and Instagram was the most cited website referenced. Conclusively, the Ankara fabric fashion is acknowledged by this cohort and there is a desire to wear the fashion with pride so as to communicate African capabilities and pride. The generation has stated desires to focus on African productions. The fashion The preliminary findings show that fashion houses should include Ankara fashion. The generation which is entering the working world and whose fashion selection is become increasingly under their own control desire the fashion at affordable prices. Companies that target the cohort should recognise the pride which the cohort holds toward being African. Their pride must be recognised and acknowledged to them and even supported so as to appeal to this generation. Musical celebrities should be used in marketing campaigns and social media should be a channel utilised as much interest in the medium has been shown.

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Section: Literature Reviewsupporting

confidence: 68%

Analysis of factors influencing black South African millennials when considering African Ankara fabric fashion

Mbumbwa

Chigada

2018

IJCST

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“…To overcome such limitation, researchers complemented the aforementioned models with additional variables, or created new models consisting of variables purposively picked from existing literature. Sharp and Bevan-Dye (2014) reported that privacy concerns can pose a threat to attitude towards mobile advertising. Gao and Zang (2014) and Nittala (2011) explored the effect of incentives on consumer acceptance.…”

Section: Antecedents Of Short Message Service Advertising Acceptancementioning

confidence: 99%

Drivers of SMS advertising acceptance: a mixed-methods approach

Bakr

Tolba

Meshreki

2019

JRIM

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Purpose The study aims to identify and explore the antecedents to short message service (SMS) advertising acceptance as an effect to the entire process of communicating the SMS ad. Design/methodology/approach The study follows a sequential mixed-methods approach, starting with qualitative interviews, to build the research model following the grounded theory approach and then a quantitative survey study to apply the model to two types of ads (discount and notification ads). Findings Perceived value, ad trust and channel acceptance are crucial to the attitude towards SMS ads. Relevance, content, brand equity and perceived usefulness are significant triggers to perceived value and trust, with an emphasis on importance of brand equity in trusting discount ads. Practical/implications Accurate targeting and personalisation are crucial to ensure that SMS ads are useful and relevant to recipients. SMS advertising is more effective when the recipients are already connected with the brand. Including the brand name as the sender increases both value and trust. Transparency and adequate information are important for gaining trust especially for discount ads. Originality/value The study proposes an integrative model for SMS advertising acceptance after a rigorous consideration of all elements in the process of communicating the SMS ad following the GTA. The study also highlights the differences between the acceptance models for discount and notification ads.

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Generation Y’s Complaint Behavior toward Online Shopping

Simanjuntak

2019

Ind. Jour. Manag. & Prod.

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The purpose of this research was to analyze factors that influence Generation Y’s complaint behavior in online shopping. In general, Generation Y’s consumer of this research have a good perception of consumer rights. In contrast, the result showed that Generation Y in this research had a low complaint behavior. The research found that gender, strivers lifestyle, and number of social media account were influence Generation Y’s complaint behavior in online shopping. The result showed that male student did more complaint than female student. Generation Y who had strivers lifestyle will increase complaint behavior. The more Generation Y had social media account, the more Generation Y prefer to did a complaint.

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African Generation Y Students’ Mobile Advertising Usage

Abstract: The purpose of this study was to investigate African Generation Y students '

Cited by 3 publications

References 19 publications

Analysis of factors influencing black South African millennials when considering African Ankara fabric fashion

Analysis of factors influencing black South African millennials when considering African Ankara fabric fashion

Drivers of SMS advertising acceptance: a mixed-methods approach

Generation Y’s Complaint Behavior toward Online Shopping

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