The Impact of Inclusive Marketing Communication on Consumer Well-being and Behavioral Outcomes among Consumers with Disabilities: A Case Study of Vodacom Tanzania.

Hamisa Rashid Kuffa, Triza Mudita

Sari


This study examined the impact of inclusive marketing communication on consumer well-being and behavioral outcomes among consumers with disabilities in Tanzania, using Vodacom Tanzania M-WeKeza Service as a case study. The study was designed using the Elaboration Likelihood Model to examine the effects of argument quality, source credibility, and kindness on consumer well-being, and to examine the influence of hedonic and eudaimonic well-being on brand engagement and purchase intention. A quantitative approach was employed using structured questionnaires distributed to consumers with disabilities in Dar es Salaam, Tanzania, using purposive sampling. Data was analyzed using Partial Least Squares Structural Equation Modelling (PLS-SEM) with Software SmartPLS. The findings showed that argument quality and source credibility significantly and positively affect consumer well-being, whereas kindness does not. Hedonic well-being significantly influences both brand engagement and purchase intention, whereas eudaimonic well-being has a significant effect only on brand engagement, not on purchase intention. Source credibility emerged as the strongest predictor of consumer well-being. The study expands the application of the Elaboration Likelihood Model (ELM) in inclusive marketing communication and highlights the importance of accessible and credible marketing strategies in improving the well-being and engagement of consumers with disabilities.

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DOI: https://doi.org/10.37531/mirai.v11i2.12109

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