Exploring the influence of instant message marketing communication on the attitudes and behavioural intentions of Generation Z consumers in Zimbabwe.

Abstract

The mobile technology revolution has transformed society and business across the globe, with mobile instant messaging applications (MIM apps) now challenging social networking sites (SNS) as the most widely adopted means of communication for individuals and groups. With over 3 billion users across the globe exchanging more than 23 billion messages daily, for marketers, MIM apps present a ubiquitous, pervasive, and rich marketing communications (MC) channel that supports interactive and dialogic communications with young consumers, particularly in developing countries like Zimbabwe. Thus, this study aimed to establish, through a quantitative approach, firstly, the central route and peripheral route characteristics of instant message marketing communications (IMMC) and their influence on the attitude of Gen Z consumers in Zimbabwe, secondly, the influence of subjective norms, perceived control and consumer attitude towards IMMC on behavioural intentions, and thirdly, the moderating role of impulsiveness on the relationship between the attitude of the Gen Z consumers towards IMMC and their behavioural intentions. Data were collected through a structured questionnaire. Stratified sampling method was used to survey 410 Gen Z consumers at Great Zimbabwe University, situated in Masvingo, Zimbabwe. Structural equation modelling (SEM) was used to test the research hypotheses. Regarding the central route characteristics of IMMC, the study revealed that informativeness and entertainment did not influence consumer attitude, whereas personalisation had a positive influence and irritation generating a negative association. Notably, all the peripheral route characteristics of IMMC, namely; credibility, interactivity and media richness had a significant and positive influence on the attitude of Gen Z consumers. Concerning the planned behaviour constructs, namely; subjective norms and perceived control, a significant and positive association with consumer attitude was observed, but when tested against behavioural intention, only subjective norms and consumer attitude revealed a significant and positive relationship whilst perceived control demonstrated a negative association. It is recommended that mobile marketing practitioners should consider the peripheral route characteristics of IMMC messages along with personalisation and irritation. It is further suggested that mobile marketing communication planners and designers should consider the influential role of subjective norms and consumer attitude on the behavioural responses of Gen Z consumers.