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

Approved

Relevance and Originality

The research article addresses a highly relevant topic within the telecommunications sector in Tanzania, particularly the influence of mobile marketing on the purchase of value-added services (VAS). Given the rapid growth of mobile technology and services in emerging markets, the study's focus on mobile marketing strategies is both timely and original. By exploring how mobile marketing impacts consumer behavior in a developing country, the paper contributes to the existing body of knowledge and provides insights that can inform both academic research and industry practices.

Methodology

The study employs a quantitative research methodology, which is appropriate for assessing the impact of mobile marketing on VAS purchases. The use of a structured questionnaire to gather data from 260 telecom subscribers is a robust approach that allows for statistical analysis of the findings. However, the article could benefit from a more detailed explanation of the sampling methods used to select participants, as well as any potential biases that may have influenced the results. Additionally, providing insights into the development of the questionnaire and the specific metrics used to measure the effectiveness of mobile marketing strategies would enhance the methodological rigor.

Validity & Reliability

The validity of the research is supported by its focus on relevant factors influencing VAS purchases, such as trust in the benefits communicated and personalization of marketing efforts. However, to further strengthen the reliability of the findings, it would be advantageous to include a discussion on the limitations of the study, such as potential response biases or limitations in the generalizability of the results. The use of SPSS for data analysis is appropriate, but providing more detail on the statistical tests employed and the rationale for their use would enhance the robustness of the conclusions drawn.

Clarity and Structure

The article is generally well-structured, with a clear progression from the introduction to the methodology and findings. Each section logically follows the previous one, making it easy for readers to understand the research objectives and outcomes. To improve clarity, the paper could include clearer headings and subheadings to differentiate between the various components of the research. Additionally, summarizing key findings at the end of each section would help reinforce the main points and facilitate reader comprehension.

Result Analysis

The result analysis effectively highlights the significant influence of mobile marketing on VAS purchases, identifying successful strategies such as clear messaging, audience segmentation, and personalization. However, the discussion could be enriched by including specific examples or case studies that illustrate how these strategies have been implemented successfully in Tanzania's telecommunications industry. Furthermore, a comparative analysis with similar studies in other regions could provide context for the findings and highlight any unique aspects of the Tanzanian market. Overall, a more in-depth exploration of the implications of the results would enhance the article's contribution to the field.