article · Heliyon

The effect of mobile marketing antecedents on the purchase intention of staple products: A case of the bottom of the pyramid (BoP) market segment in Khayelitsha, South Africa

Siphiwe Dlamini
Wandile Mvula
Gift Donga

20242 citationsOpen accessUniversity of Fort Hare

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Research topics

Innovation and Socioeconomic Development
Technology Adoption and User Behaviour
Consumer Retail Behavior Studies

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DOI: 10.1016/j.heliyon.2024.e32066

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