Purpose: Mobile and smart devices provide a platform for firms/brands to communicate directly with past, present, or potential consumers (via online pop-ups, sponsored ads, ads on social media messengers, timelines, and walls, etc.). Intense competition among firms and brands resulted in...

Mobile instant messaging (MIM) applications have an exceptionally large number of users worldwide. Businesses and organizations are attracted to their capabilities, making them the apps of choice for the formation of virtual groups and communities. While this development is plausible, there are...

This paper examines the causal relationship between social media and consumer purchasing behaviour in the mobile telephony industry in Zimbabwe. The study was driven by a strong desire to convert social media usage into desirable purchase behaviour. Social media was examined using four variables...