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Title: Usage characteristics effect on preference regarding BBM advertising amongst Rhodes High School learners
Authors: Abbott, J 
Van Loggerneberg, TC 
Duffett, Rodney 
Keywords: BBM advertising;Preference;Attitudes;Generation Z
Issue Date: 2014
Publisher: CPUT
Source: Abbott J, Van Loggerneberg TC & Duffett RG. 2014. Usage characteristics effect on preference regarding BBM advertising amongst Rhodes High School learners. Poster presentation at the Celebration of Research Excellence Conference, Cape Peninsula University of Technology, Cape Town, 27 November 2014.
Abstract: Advertising among youth today is extremely difficult owing to the fact that Generation Z is known as the digital generation and they are capable of avoiding advertising techniques. An effective way to reach Generation Z is through digital marketing. Despite the competition of Android and other smartphones, BlackBerry is the leading smart phone in the South African market. Blackberry Internet Services allow for Internet access at a low price, therefore this smart phone is most popular among the youth. Advertisers have seen an opportunity to reach their consumers through this medium, but the users only tend to use BlackBerry Messenger (BBM) for personal communication. The research was conducted to discover if the users preferred being marketed to via their personal platform. Learners at Rhodes High School in Cape Town were surveyed by means of a questionnaire in order to ascertain their usage characteristics, as well as their general attitudes towards BBM advertising. Therefore, the research aims to determine whether the usage characteristics (access, length and frequency of usage, hours spent per log-in and profile update incidence) have an effect on preference regarding BBM advertising. The findings will assist marketers to decide how to target youth who use social media.
Appears in Collections:BUS - Conference Posters
Dr. Rodney Graeme Duffett

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