Author(s) :

Frida Mugarula.

Volume/Issue :

Abstract :

This research paper investigates the effects of mobile marketing on value-added service (VAS) purchase decisions in Tanzania's telecommunications industry. With the ever-increasing popularity of mobile phones and the demand for VAS, mobile marketing has emerged as a critical tool for telecommunication companies to effectively engage with their customers. This paper aims to assess mobile marketing's effectiveness, analyze influencing factors of VAS purchase, and identify successful strategies that drive uptake and purchase of VAS. The research employed a quantitative approach, utilizing a structured questionnaire to collect data from 260 Telecom subscribers across Tanzania. The questionnaire covered Respondents’ VAS purchase status, mobile marketing experiences, factors influencing their purchase decisions, and the effectiveness of mobile marketing strategies. Data analysis involved descriptive statistics, and regression analysis using SPSS software. The study revealed that mobile marketing significantly influences VAS purchases, with effective strategies including clear messaging, audience segmentation, engaging content, timely delivery, and personalization. The regression analysis performed revealed that trust on the benefit of VAS communicated and Personalization have a statistical significant influence on purchase of VAS among studied factors such as data privacy concerns, ad receipt frequency, shedding light on their influence in the effectiveness of mobile marketing in driving VAS purchases. Key words; Mobile marketing, Value added services, Purchase decision, Telecommunication industry.

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