Background: The purpose of this study was to review existing research on mobile banking diffusion and investigate the adoption of mobile banking in sub-Saharan Africa (SSA).Objectives: Based on the failure of the M-Pesa in South Africa, this article also attempted to determine why mobile money service systems are difficult to apply transnationally.Method: This was a literature survey, analysing mobile money literature during the period 2006–2016. Because of the current explosiveness of mobile money in SSA, the focus of this literature survey was limited geographically to South Africa, Zimbabwe and Kenya.Results: The results of the literature survey and the real-world examples mainly show that a transnational application of mobile money service systems is difficult to implement.Conclusion: This research elucidates the demand and need for mobile money service systems in SSA while underlining the explosiveness promoted mainly by rapid technological progress.
Purpose
The benefits and problems associated with firm-generated content (FGC) as a key driver of sponsorship effectiveness demand more research attention. Accordingly, the purpose of this paper is to consider the effect of content marketing on sponsorship-response favorability in the South African energy drink market.
Design/methodology/approach
It is theorized that in an FGC environment, sponsor factors, sponsorship factors and event factors drive sponsorship favorability. This notion is tested using a structural equations model among 18- to 35-year-olds.
Findings
The results show acceptable model fit and confirm the usefulness of understanding the effects of content marketing on sponsorship favorability. The authors also offer directions for future research.
Practical implications
The results suggest that FGC which is well-designed, packaged and presented can enhance the views of individuals regarding a sponsor – even if the brand operates in a background position as opposed to the conventional foreground position common in promotional material.
Originality/value
The current study considers content marketing in contexts that have largely been avoided so far, or have only featured on a very limited scale in the literature. This study was conducted in an emerging market, business-to-consumer and sponsorship context for the application of a content marketing strategy.
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