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Mobile Marketing Communications to the Youth: An analysis of the MXit platform

Show simple item record Du Plessis, Charmaine 2013-08-15T08:06:14Z 2013-08-15T08:06:14Z 2010
dc.identifier.citation Du Plessis, C. 2010. Conference Proceedings. ICE-B 2010 - International Conference on e-Business. Mobile marketing communications to the youth. An analysis of the MXit platform, 26 – 28 July 2010, Athens en
dc.identifier.issn 978-989-8425-17-1
dc.description Mobile marketing communications for the youth en
dc.description.abstract This paper explores the various ways in which mobile marketing communications are available to the youth on a very popular South African mobile social network site known as MXit. The popularity of cellular phones has resulted in mobile-based brand advertising and promotions that specifically target the youth. The mobile medium is used by marketers as an additional channel to current marketing communications strategies. Because the mass market in South Africa does not use expensive cellular handsets, the format of mobile marketing communications is kept simple. MXit offers its subscribers effortless and accessible technology as well as appealing content, which is why it has become a prominent advertising platform. This is illustrated by examining two mobile marketing communication campaigns (one completed and one continuous) using MXit as an additional marketing communications channel to existing traditional marketing communications channels. en
dc.language.iso en en
dc.publisher SciTePress en
dc.subject mobile commerce en
dc.subject mobile marketing en
dc.subject mobile marketing communication en
dc.subject mobile social network en
dc.subject MXit en
dc.title Mobile Marketing Communications to the Youth: An analysis of the MXit platform en
dc.type Article en
dc.description.department English Studies en

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