Abstract
Search engine marketing is the largest digital marketing channel globally, accounting for the highest revenue and advertising spend. Search engines have been become a quintessential tool for everyday life, being a convenience tool to gain information. The growth and magnitude of search engine marketing has been credited to rise the in-smartphone usage. Smartphones are the most used technological device in the world. Like search engines, the advantage of smartphones is the convivence of utilisation. Smartphones are part of consumers everyday life to communicate, learn and share. For this reason, search engines are predominantly used through smartphones. Smartphone usage is particularly higher towards younger aged individuals, often referred to as Generation Z. This age cohort is younger than 26 years old also known as ‘digital natives’ they were born into a world of smartphones and advanced technology. As a result, Generation Z compared to other age groups have the highest smartphone usage in the world. Generation Z is the largest demographic cohort in the world, more especially in South Africa, where Generation Z constitute for most of the South Africa population. South African Generation Z have the largest influence of buying power and in the future will make up majority of the working force. For this reason, South African marketers and managers are faced with the challenge to utilise smartphones to their advantage to differentiate search advertisements to drive sales and purchases.
This research study conducted an empirical investigation to understand search marketing through smartphones amongst Generation Z in South Africa. The primary objective of this research study is to investigate the effectiveness of smartphone search marketing to drive actual purchase using to Generation Z. Therefore, it is important for marketers to understand the motivating factors that influence Generation Z to deliberately purchase a product or service.
This research target population consisted of South African individual aged between 19-26 years old, residing in the Gauteng province. The research methodology is exploratory, quantitative non-probability, with a quota sampling method. Secondary data was gathered using previous literature. Primary data for this research originates from the 505 participants identified and sampled for this research study. Self-administered online surveys were used to gather data, that was distributed in and around the City of Johannesburg. The items and statements that were developed for the survey were based on previous research surveys within the same field.
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The typical demographic profile and smartphone behaviour of respondents were assessed to understand insight about the respondents. Descriptive statistics using mean and standard deviation was calculated for each item according to their construct. An assessment of normality was conducted to determine the normal distribution of data collected. Confirmatory factor analysis (CFA) and Structural equation modelling (SEM) were applied to confirm the conceptual model of this research. The constructs found in the conceptual model were assessed for internal consistency of reliability and validity. Given the CFA reveals an acceptable model fit and constructs have shown to be internally consistent. The research hypotheses were assessed to test the null and alternative hypotheses for this research study.
The results of the structural equation modelling assessment showed that advertising attitude positively and significantly influences actual purchase. Mediating variables of relevancy and immediacy displayed to mediate the relationship between advertising attitude and actual purchase. Relevancy positively and significantly mediated, whereas immediacy negatively and significantly mediated the relationship towards actual purchase. Immediacy negatively mediate actual purchase, as consumers negatively respond and react based on lack of speed or delayed information, highlighting the importance of speediness of information. Context awareness value and advertising value also showed to influence advertising attitude positively and significantly. From all these results all the research hypotheses were accepted. The conceptual model developed was found to be reliable and valid.
South African marketers using this research studies model will be able to enhance their smartphone search marketing strategies, along with improving consumer search marketing acceptance translating to increased purchases amongst South African Generation Z. From the results obtained recommendations with proposed strategies were provided for South African marketers to use towards Generation Z. Based on the recommendations provided managers will be able to optimise their search marketing budget, improve organic and paid search management and enhance search advertisements to increase sales.