Moracha, Cliff Ochari2021-04-062021-04-062015-06Moracha, 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, Nairobihttps://repository.daystar.ac.ke/handle/123456789/3516Master Of Business Administration in Marketing and Strategic ManagementThe 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.enThe Effect of Mobile MarketingBusiness Competitive AdvantageHellofood KenyaThesis