Mercy Mpinganjira

Understanding mobile marketing adoption intention by South African SMEs: A multi-perspective framework

Daniel K. Maduku, Mercy Mpinganjira, Helen Inseng Duh · International Journal of Information Management · 2016 · 333 citations

Business, Marketing, Marketing Management +16

Behavioral consequences of customer inspiration: the role of social media inspirational content and cultural orientation

Ernest Emeka Izogo, Mercy Mpinganjira · Journal of Research in Interactive Marketing · 2020 · 148 citations

Business, Marketing, Psychology +15

Application of the Technology Acceptance Model and the Technology–Organisation–Environment Model to examine social media marketing use in the South African tourism industry

Rosemary Matikiti, Mercy Mpinganjira, Mornay Roberts-Lombard · South African journal of information management · 2018 · 136 citations · Full text

Management, Marketing, Tourism Management +12

Assessing customer passion, commitment, and word-of-mouth intentions in digital assistant usage: The moderating role of technology anxiety

Daniel K. Maduku, Mercy Mpinganjira, Nripendra P. Rana et al. · Journal of Retailing and Consumer Services · 2022 · 89 citations · Full text

Business, Information Systems, Marketing +15

Ethics of mobile behavioral advertising: Antecedents and outcomes of perceived ethical value of advertised brands

Mercy Mpinganjira, Daniel K. Maduku · Journal of Business Research · 2018 · 87 citations

Business, Marketing, Marketing Management +16