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Papers by michael humbani

International journal of hospitality management, Aug 1, 2024

Cogent business & management, Jan 31, 2024

SA Journal of Information Management

Extant literature indicates that at a personal level, players seek pleasurable emotional Backgrou... more Extant literature indicates that at a personal level, players seek pleasurable emotional Background: Growing smartphone penetration rates and the development of mobile games are some of the factors driving the mobile game market. Because mobile gaming collects personal information, it is imperative to understand the information trade-off. This study fills the gap of how perceived levels of value during information disclosure impact gameplay motivators of mobile game adoption. Objectives: The main objective of the study was to investigate the moderating role of perceived value of information disclosure on the relationship between mobile gaming motivators and the intention to play mobile games. Method: A self-administered online survey was promoted by means of online advertisements on Facebook and Instagram to collect data from 477 mobile game players in Africa and Asia. Analysis of moment structures (AMOS) was used to conduct invariance testing and moderation analyses. Results: The results of the study revealed that the perceived value of information disclosure moderated the relationship between social influence and the intention to play mobile games. Conclusion: This study highlights the importance of managing information disclosure by increasing the perceived benefits of mobile gaming as this will minimise the effect of social influence on the intention to play mobile games. Contribution: This study contributes to mobile gaming literature by exploring mobile gaming behavioural patterns that can assist game developers to influence the way people exchange their personal information when engaging in mobile gameplay. Practically, understanding when a game will deliver enough value to drive gaming behaviour is required to effectively develop and implement mobile gaming strategies.

Communicare; Journal for Communication Sciences in Southern Africa, Jul 1, 2015

The exponential growth in the use of mobile phones has seen companies investing heavily in mobile... more The exponential growth in the use of mobile phones has seen companies investing heavily in mobile marketing to exploit the advertising opportunities presented by this medium. This study investigated the role that gender, household income and age play with regard to factors contributing to the attitudes of consumers towards SMS advertisements. The contributing factors reviewed in this study are content appeal, perceived personalisation, interactivity of SMS advertisements, attitudes towards advertising in general, consumers' innovativeness, perceived consumer knowledge, perceived control, fear of spamming, perceived incentives and locationbased advertising. A convenience sample was drawn from staff and students of three private institutions of higher learning. The findings indicate that gender, household income and age tend to affect consumers' attitudes towards SMS advertisements. More specifically, of all the contributing factors, household income emerged as the most significant differentiator.

Journal of Marketing and Consumer Behaviour in Emerging Markets, 2021

Although existing literature claims that consumers are ready for proximity mobile payments, the r... more Although existing literature claims that consumers are ready for proximity mobile payments, the reality is that adoption is still low in South Africa. Service providers’ attempts to translate this potential into profi t is hindered by consumers’ perception of risks associated with proximity mobile payments. The purpose of this study was to investigate the perceived risk dimensions as possible inhibitors of proximity mobile payment adoption, as well as to investigate the role of gender diff erences, drawing from the perceived risk and push-pull theories. Using a convenience sample, data was collected from South African smartphone users, from whom 284 valid online surveys were obtained. The standard regression analysis reveals that fi nancial-security and performance risk are predictors of proximity mobile payment adoption, and that product risk is not a signifi cant predictor, at least in the South African context. The fi ndings also reveal that both genders feel more or less the sam...

Management Dynamics : Journal of the Southern African Institute for Management Scientists, 2015

This study investigates the predictors of consumers' attitudes towards SMS advertising. The r... more This study investigates the predictors of consumers' attitudes towards SMS advertising. The results of the study provide empirical evidence that mobile SMS advertising is a bona fide and effective medium of communication for marketing purposes. The findings from a convenience sample of adults suggest that personalised infotainment of SMS advertising, fear of spamming and perceived knowledge are significant predictors of consumers' attitudes towards SMS advertising. The study shows that consumers respond positively to SMS advertising that is informative, entertaining and personalised. Consumers who have better knowledge of the use of mobile phones have a more favourable attitude towards SMS advertising than those who do not. The results also indicate that consumers' fear of spamming is negatively related with their attitudes towards SMS advertising. In order to create a sustainable competitive advantage, obtaining consumer consent for SMS advertising is the first step tow...

Short message services (SMS) remain the most frequently used mobile phone service, after normal p... more Short message services (SMS) remain the most frequently used mobile phone service, after normal phone calls, and thus has become a key tool for marketing activities. The increase in attention being accorded to mobile marketing activities in recent management literature prompted this study. The aim of the study is to validate the findings of a previous local study that reported three significant factors that predict consumers’ attitudes towards SMS advertising. The study intends to confirm new constructs, validate the three predictors and to investigate whether the three predicting factors reported in the previous study would increase the predictability of consumer attitudes towards SMS advertising compared to the previous study using a regression model. A non-probability quota sampling technique was employed to collect data from the sample using a self-administered questionnaire. Findings from 300 consumers confirmed the new construct and validated the three significant predictors. ...

International Review of Management and Marketing, 2021

International Journal of Interactive Mobile Technologies (iJIM), 2018

This study focuses on factors that predict consumer attitudes towards short message service (SMS)... more This study focuses on factors that predict consumer attitudes towards short message service (SMS) advertising. The purpose of the study is to build a predictive framework that can be employed to identify which factors of SMS advertising contribute to different attitudinal groups. This study is based on the push and pull motivation theory which, in this context, explains and predicts consumer responses to SMS advertisements. The results of the discriminant analysis indicate that three factors of SMS advertising are responsible for group separation, namely perceived SMS infotainment, perceived knowledge and fear of spamming. The discriminant model enables practitioners to predict the category to which consumers belong based on their responses to the factors of SMS advertising, and allows media practitioners to use SMS advertising more effectively.

The International Review of Retail, Distribution and Consumer Research, 2019

ABSTRACT The study aims to better understand the various technology readiness segments by assessi... more ABSTRACT The study aims to better understand the various technology readiness segments by assessing how their readiness relates to demographics variables and their adoption, attitude, ease-of-use, usefulness and continuance intention to use mobile payment apps using the technology readiness index. Using a convenience sample of 416 from a consumer panel, a two-step cluster analysis shared similarities with three of the original technology readiness segments (pioneers, paranoids and explorers) while the other two segments clustered together into a fourth segment, hesitant-sceptics. The results indicate that South African mobile users are ready to use mobile payment applications, with the ‘explorer’ emerging as the best segment to target due to optimism levels, while the hesitant-sceptic segment represent the key to unlocking the real potential value of mobile payment apps. Understanding different segments provides marketers with the opportunity to select viable segments and to customise strategies to increase uptake and continued use according to customer needs.

International Journal of Bank Marketing, 2019

Purpose The purpose of this paper is to develop and test an integrated model of the modified tech... more Purpose The purpose of this paper is to develop and test an integrated model of the modified technology readiness index (TRI) with the extended expectation-confirmation model, in the context of information technology (E-ECM-IT) to explain the adoption and the intention to continue to use mobile payment applications (apps). Design/methodology/approach Data were collected from 426 users of mobile payment apps across South Africa. A confirmatory factor analysis was performed to validate the factor structure of the measurement items while structural equation modelling was employed to validate the proposed model and testing the hypotheses. Findings The overall model explained 81 per cent of variance in adoption and 78.5 per cent in the intention to continue to use mobile payment services. “Drivers” were better predictors of adoption than “inhibitors” while satisfaction emerged as the strongest predictor of continuance intentions. Originality/value To the best knowledge of the authors, th...

Journal of African Business, 2017

The technology readiness index was applied to determine consumers' readiness to adopt mobile paym... more The technology readiness index was applied to determine consumers' readiness to adopt mobile payment services and the moderating effect of gender. Gender has been identified as a key variable in adoption and its vital role in market segmentation and gender empowerment obliges its inclusion. The results of the regression analysis indicate that convenience and compatibility drive consumers' adoption whereas risk, cost and insecurity are inhibitors. Furthermore, gender moderates only the relationship between convenience and the adoption of mobile payment services. Given the moderating effect of gender, companies should initiate advertising campaigns targeting women opinion leaders in advertisements, which can in turn encourage and educate other women to enjoy the convenience of mobile payments. Results provide insights on how to increase adoption and reduce the gender gap in mobile payment services.

Southern African Business Review

Purpose/objectives: The purpose of this study was to explore the influence of risk dimensions on ... more Purpose/objectives: The purpose of this study was to explore the influence of risk dimensions on the perceived value and adoption of proximity mobile payments (m-payments) through the perspective of the perceived value theory. Design/methodology/approach: A quantitative approach was adopted, and a convenience sample of 261 adults participated in this study. Findings: The findings of this study indicate that psychological risk has the most significant influence on perceived value of m-payment adoption, followed by time risk; whereas social and privacy risks are insignificant factors. Perceived value also emerged as a significant predictor of adoption. Practical implications: M-payment service providers can enhance perceived value and increase adoption by addressing psychological and time-risk concerns by offering clear information about the features and functions of the application, as well as creating calibrated payment systems that shorten the payment process. The study provides so...