Martina Mulwa

Integrated Marketing Communication and Technology Adoption

The M-pesa Model in Kenya

• Broschiertes Buch

Produktbeschreibung

Since its inception in 2007, M-PESA has rapidly developed to become one of the most dynamic innovations for delivery of financial services using modern Information and Communications Technology. This innovation makes Kenya a world leader in the use of mobile phones to transfer money. To appreciate its rapid growth, it is important to note that the number of people registered in Kenya using the service regularly has grown. It is in the appreciation of its unique adoption that this study sought to find out what communication strategy, techniques and tools Safaricom used and continues to use in order to persuade new customers to adopt and sustain those already using the service. The study also sought to establish specific social, technological, environmental, and economic needs driving the rapid adoption. Kenya has 32 million mobile phone users who are in a position to reap benefits of such network-based innovations if they were effectively diffused to target audiences. Hence the study was necessary to inform policy. Furthermore many money transfer solutions exist, but they have not witnessed the kind of growth that M-PESA has had. What makes M-PESA unique? The study bridged this gap.

Produktdetails

• Verlag: LAP Lambert Academic Publishing
• Seitenzahl: 128
• Erscheinungstermin: 5. Februar 2015
• Englisch
• Abmessung: 220mm x 150mm x 8mm
• Gewicht: 209g
• ISBN-13: 9783659682940
• ISBN-10: 3659682942
• Artikelnr.: 42357091

Autorenporträt

Dr. Martina Mulwa is a Lecturer at the School of Journalism and Mass Communication, University of Nairobi. She holds a Ph.D. in Communication and Information Studies. Her research area is in mobile money uptake and use and has written papers in the area. She is a practitioner in the industry and has developed the M-ASCA Mobile Money Model