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

Safura M. Kallier Tar and Johannes A Wiid
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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

International Journal of Research in Business and Social Science (2147-4478), 2021, vol. 10, issue 2, 86-105

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

Date: 2021
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