Understanding Proximity Mobile Payments Adoption in South Africa: A Perceived Risk Perspective

Charlene Eksteen, Michael Humbani

Abstract:

Although existing literature claims that consumers are ready for proximity mobile payments, the reality is that adoption is still low in South Africa. Service providers’ attempts to translate this potential into profi t is hindered by consumers’ perception of risks associated with proximity mobile payments. The purpose of this study was to investigate the perceived risk dimensions as possible inhibitors of proximity mobile payment adoption, as well as to investigate the role of gender diff erences, drawing from the perceived risk and push-pull theories. Using a convenience sample, data was collected from South African smartphone users, from whom 284 valid online surveys were obtained. The standard regression analysis reveals that fi nancial-security and performance risk are predictors of proximity mobile payment adoption, and that product risk is not a signifi cant predictor, at least in the South African context. The findings also reveal that both genders feel more or less the same about the infl uence of risk factors on the adoption of mobile proximity payments, except for performance risk. The results also show that females are more concerned about the performance of proximity mobile payments than males. The study provides tangible insights that service providers and marketers can use to guide application development and communication with consumers. A contribution is also made to the limited empirical research on the infl uence of proximity mobile payment risks on adoption during crisis times.

JEL classification: M31, L81

Keywords: financial-security risk, performance risk, product risk, proximity mobile payments, adoption intention, perceived risk theory

The Effect of Corporate Social Responsibility on Brand Awareness: Evidence From The Insurance Sector in Zimbabwe

Kudzaishe Charlotte Gaura, Wilbert Manyanga 

Abstract:

The aim of this study was to establish the eff ect of corporate social responsibility (donations, sponsorship and community involvement) on brand awareness within the insurance sector in Zimbabwe. Data was gathered from 350 insurance customers using a structured questionnaire with Likert-type questions. The fi ndings show that corporate social responsibility positively influences brand awareness. The study contributes to studies that proved a signifi cant relationship between corporate social responsibility and brand awareness in sectors other than the insurance sector. Thus, insurance firms are advised to seriously plough back proceeds to their communities.

Keywords: corporate social responsibility, brand awareness, insurance sector, Zimbabwe

Marketing Strategies And Export Performance Of Fresh Produce Firms In Kenya   

Anne Njonjo, Winnie Njeru, Francis Kibera and Joseph Owino

Abstract:

The study objective was to examine the role of marketing strategies on export performance of fresh produce firms in Kenya. A major stream of research has considered marketing strategy and performance within the context of a domestic economy. A census survey was carried out among all the 100 fresh produce fi rms that were ordinary members of the Fresh Produce Export Association of Kenya (FPEAK) as at 31st June 2019. The study utilized a positivist approach.
Primary data were collected using a structured questionnaire. A descriptive cross-sectional study design was adopted.
The results of regression analysis revealed that the relationship between marketing strategies and export performance was positive and statistically signifi cant. To policy makers, the study recommends regional and bilateral trade agreements that seek to increase the market share for fresh produce fi rms. To management practice, the study provides guidelines on how to design and implement sustainable but competitive marketing strategies for the export market. For future research direction, the study recommends additional moderating/mediating variables that may
influence export performance.

JEL classification: M30, M31, N57, N77

Keywords: marketing strategies, export performance, marketing mix, exports

The effectiveness of gamification in the online and offline qualitative  marketing research

Michał Ścibor-Rylski

Abstract:

Gamified market research tools help to increase respondents’ engagement and obtain more indepth results. Up till now the eff ects of gamifi cation have been tested in the offl ine environment. The COVID-19 pandemic changed the world of the qualitative research and also triggered a need to replicate some previously presented eff ects. The article shows the results of two experiments proving the eff ectiveness of gamifi ed approach to the qualitative advertisement and product
concept testing in an online environment. The experimental groups with a narrative context added to a question regarding the fi rst impression after viewing an advertisement or reading a product concept provided more elaborated answers to the open-ended questions than the control groups with a standard task. What’s important, for the advertisement test the eff ect was signifi cant for both online and offl ine conditions, whereas in the case of the product concept test only the online variant proved the superiority of the gamified task.

JEL classification: M310, M370, M300

Keywords: gamification, marketing research, online research

Entire Volume 2 (13) 2021