Consumer perceptions of real-time marketing used in campaigns for retail businesses

This research empirically investigates consumers’ perception of real-time marketing as a tool that is increasingly being used by businesses. Based on the review literature, paper aims to delve into and explore elements influence consumers' RTM campaigns. study adopted quantitative methodology. A total 201 consumers completed an online survey in Gauteng, South Africa. To identify underlying factors consumer's various campaigns, exploratory factor analysis was conducted. Descriptive statistic provide further summary basic characteristics sample. The findings indicate value communication campaigns offer value. Consumers' includes any campaign offers some financial gain form immediate personalized discounts. provides retailers with greater understanding what perceive valuable they regard clutter when it comes