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Consumer perceptions of real-time marketing used in campaigns for retail businesses

Author

Listed:
  • Safura M. Kallier Tar

    (Department of Marketing and Retail Management, University of South Africa, Pretoria, South Africa)

  • Johannes A Wiid

    (Professor, Department of Marketing and Retail Management, University of South Africa, Pretoria, South Africa)

Abstract

This research empirically investigates consumers’ perception of real-time marketing as a marketing tool that is increasingly being used by businesses. Based on the review of literature, the paper aims to delve into real-time marketing and explore the elements of real-time marketing that influence consumers' perception of RTM campaigns. This study adopted a quantitative methodology. A total of 201 consumers completed an online survey in Gauteng, South Africa. To identify underlying factors that influence the consumer's perception of various real-time marketing campaigns, exploratory factor analysis was conducted. Descriptive statistic was used to provide a further summary of the basic characteristics of the sample. The research findings indicate that consumers value real-time marketing communication campaigns that offer value. Consumers' perception of value includes any real-time marketing campaign that offers some financial gain in the form of immediate and personalized discounts. This research provides retailers with a greater understanding of what consumers perceive as valuable and what they regard as clutter when it comes to real-time marketing campaigns Key Words: Real-time marketing, Technology, Social media, Digital media, Communication, Consumer bhevaiour, Perception

Suggested Citation

  • Safura M. Kallier Tar & Johannes A Wiid, 2021. "Consumer perceptions of real-time marketing used in campaigns for retail businesses," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 10(2), pages 86-105, March.
    • Handle: RePEc:rbs:ijbrss:v:10:y:2021:i:2:p:86-105
    DOI: 10.20525/ijrbs.v10i2.1075
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    References listed on IDEAS

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