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 paper is highly relevant as it addresses the impact of mobile marketing on value-added service (VAS) purchase decisions within Tanzania's telecommunications sector, a field that has gained increasing importance with the proliferation of mobile technology. The focus on a developing market like Tanzania adds originality to the study, as much of the existing literature often centers on more developed economies. By examining how mobile marketing strategies influence consumer behavior in this specific context, the research provides valuable insights that can inform telecommunications companies aiming to enhance their marketing efforts and customer engagement strategies.

Methodology

The methodology employed in this research is well-defined, utilizing a quantitative approach with a structured questionnaire distributed to 260 telecom subscribers across Tanzania. This approach allows for the collection of relevant data concerning VAS purchase behavior and mobile marketing experiences. However, the paper could enhance its methodological rigor by providing more details on the sampling process to ensure the representativeness of the sample. Additionally, discussing potential limitations related to the use of self-reported data would strengthen the credibility of the findings.

Validity and Reliability

The validity of the research findings is supported by the structured questionnaire used to collect data, which covers various dimensions influencing VAS purchase decisions. However, to further establish reliability, the paper could include information on the validation process of the questionnaire, such as pilot testing or expert reviews. Discussing how the data was triangulated with other sources or comparing findings with existing literature would also enhance the credibility of the results. Moreover, addressing potential biases in the responses due to social desirability or other factors would provide a more comprehensive understanding of the research's reliability.

Clarity and Structure

The paper is clearly structured, with distinct sections that effectively guide the reader through the research objectives, methodology, findings, and conclusions. The use of headings and subheadings aids readability and helps to organize the content logically. However, the clarity could be further improved by summarizing key findings in bullet points or tables, making the results more accessible. Additionally, the introduction could benefit from a more explicit statement of the research questions or hypotheses to set a clear context for the study.

Result Analysis

The analysis of the results is insightful, revealing that mobile marketing significantly influences VAS purchases and identifying effective strategies such as clear messaging, audience segmentation, and personalization. The use of regression analysis to determine the statistical significance of factors like trust in VAS benefits and personalization adds depth to the findings. However, the paper could improve the result analysis by providing more detailed statistical results, including confidence intervals and effect sizes. Discussing the practical implications of these findings for telecommunications companies would also enrich the analysis, offering actionable insights for improving mobile marketing strategies and enhancing customer engagement in the VAS sector.