Mobile marketing technology adoption in Service SMEs: a multi- perspective framework

Eze, Sunday C. and Dezy, B and Bello, Adenike O. and Inegbedion, H.E and Nwanji, T. I. and Asamu, Festus (2019) Mobile marketing technology adoption in Service SMEs: a multi- perspective framework. Mobile marketing technology adoption in Service SMEs: a multi- perspective framework.

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Abstract

This paper sought to develop a theoretically grounded framework for exploring the factors influencing the adoption of mobile marketing technology by service SMEs in Nigeria and explaining their impact on mobile marketing technology adoption in SMEs in Nigeria. The study is qualitative and used both unstructured and semi-structured interviews with a total of 26 participants drawn purposively from NIJA database in Nigeria. Thematic analysis was deployed in analysing the data. The study developed an extended technology organisation environment (TOE) framework by incorporating the value anticipation context which helped to unveil 16 key factors influencing mobile marketing technology adoption in service SMEs in Nigeria. The finding revealed that factors associated with the extended TOE framework have an impact on SMEs mobile le marketing technology adoption but at different levels.

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