The mobile technology revolution has transformed society and business across the globe, with mobile instant messaging applications (MIM apps) now challenging social networking sites (SNS) as the most widely adopted means of communication for individuals and groups. These apps present a ubiquitous, pervasive, and rich marketing communications (MC) channel that supports interactive and dialogic communications with Gen Z consumers, particularly in developing countries like Zimbabwe. Thus, this study aimed to establish, through a quantitative approach, to establish the influence of message characteristics on the attitude of Gen Z consumers towards instant message marketing communication. Data were collected through a structured questionnaire from a sample of 410 Gen Z consumers. The results revealed that personalisation, credibility, interactivity and media richness had a significant and positive influence on the attitude of Gen Z consumers. It was also established that informativeness...
