EFFECTS OF MOBILE MARKETING IN THE PURCHASE DECISION OF VALUE ADDED SERVICES. A CASE OF TELECOMMUNICATION INDUSTRY IN TANZANIA.

Approved

Relevance and Originality

This research paper addresses a timely and relevant topic in the telecommunications sector, focusing on mobile marketing and its influence on value-added service (VAS) purchase decisions in Tanzania. The originality of the study lies in its specific examination of a developing market where mobile technology is rapidly advancing. By investigating how mobile marketing strategies can enhance consumer engagement and drive VAS purchases, the research contributes valuable insights to both academic literature and industry practices, particularly in regions with unique socio-economic dynamics.

Methodology

The methodology employed in this study is robust, utilizing a quantitative approach through a structured questionnaire to gather data from 260 telecom subscribers. The focus on a clear target group allows for a focused analysis of mobile marketing's effectiveness. However, the paper could benefit from additional details regarding the sampling method used to select respondents and the questionnaire's design, including how questions were formulated to ensure they capture the relevant data effectively. This information would strengthen the study's overall methodological rigor.

Validity & Reliability

The validity of the study is supported by its use of established statistical techniques, including descriptive statistics and regression analysis conducted using SPSS software. However, the paper could enhance reliability by discussing any potential biases in the data collection process, such as self-reported answers or non-response bias. Additionally, elaborating on how the study accounted for external factors that might influence VAS purchase decisions would provide a more comprehensive understanding of the results and their applicability.

Clarity and Structure

The paper is generally well-structured and communicates its findings clearly. However, incorporating headings and subheadings could enhance readability and allow for easier navigation through different sections. Additionally, a brief overview of key terms related to mobile marketing and VAS could help contextualize the research for readers who may not be familiar with the topic. Improving the flow of information through logical transitions between sections would further clarify the paper's narrative.

Result Analysis

The results presented in the study indicate a significant influence of mobile marketing on VAS purchases, with effective strategies highlighted, such as clear messaging and personalization. However, the analysis could be enriched by providing more in-depth interpretations of the regression analysis results. Discussing the implications of the findings for telecommunication companies, particularly in terms of practical applications and strategy development, would add value. Additionally, suggesting areas for future research, such as the exploration of consumer behavior trends or technological advancements in mobile marketing, could further enhance the relevance of the study's conclusions.