The Effect of Mobile Marketing on Business Competitive Advantage: A Case Study of Hellofood Kenya

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dc.contributor.authorMoracha, Cliff Ochari
dc.date.accessioned2021-04-06T06:34:06Z
dc.date.available2021-04-06T06:34:06Z
dc.date.issued2015-06
dc.descriptionMaster Of Business Administration in Marketing and Strategic Managementen_US
dc.description.abstractThe study aimed to find out the effect of mobile marketing on business competitive advantage with a case study of Hellofood Kenya. The objectives that guided the study were to identify the types of mobile marketing channels, to find out level of awareness of mobile marketing adoption, to determine the relationship between mobile marketing and business competitive advantage and to establish the level of awareness of challenges faced by Hellofood as they use mobile marketing. The theory used is the technology acceptance model which assigned a considerable weight to two key determinants which include perceived usefulness: the degree to which a person believes that using a particular system would enhance his or her job performance and perceived ease-of-use: the degree to which a person believes that using a particular system would be free of effort. Perceived usefulness and ease-of-use from user’s attitude towards technology leads to the intention to use a technology. The study applied a descriptive research design. The target population consisted of all employees in the organization and data collection was done through questionnaires. Some of the key findings were that the most commonly used mobile marketing channels were text messaging, mobile apps and mobile email; there was a high level of awareness of mobile marketing adoption; there was a low level of awareness of challenges faced by using mobile marketing and the preferred mobile platform of use in the organization was android. Some of the key recommendations were that the management do market research so that they can identify the most important mobile marketing channels at the same time spend resources in building a customer base along mobile consumers.en_US
dc.description.sponsorshipDaystar University, School of Business and Economicsen_US
dc.identifier.citationMoracha, C. O, (2015), The Effect of Mobile Marketing on Business Competitive Advantage: A Case Study of Hellofood Kenya: Daystar University, School of Business and Economics, Nairobien_US
dc.identifier.urihttps://repository.daystar.ac.ke/handle/123456789/3516
dc.language.isoenen_US
dc.publisherDaystar University, School of Business and Economicsen_US
dc.subjectThe Effect of Mobile Marketingen_US
dc.subjectBusiness Competitive Advantageen_US
dc.subjectHellofood Kenyaen_US
dc.titleThe Effect of Mobile Marketing on Business Competitive Advantage: A Case Study of Hellofood Kenyaen_US
dc.typeThesisen_US

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