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

Maduku, Daniel K.; Mpinganjira, Mercy; Duh, Helen Inseng

doi:10.1016/j.ijinfomgt.2016.04.018

Cited by 257 publications

(320 citation statements)

References 63 publications

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“…Similar points were raised by other interviewees A1, A11, 14 and 15.The finding is consistent with the works of Madukua et al (2016) and further supported by…”

Section: Technologysupporting

confidence: 91%

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

Eze

Chinedu-Eze

Bello

et al. 2019

JSTPM

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Purpose The popularity and use of mobile marketing technologies or devices have led to significant interest from researchers and practitioners, particularly in small- and medium-sized enterprises (SMEs), where these technologies offer significant benefits to SMEs given the poor human capital and financial constraints encountered. The use of mobile marketing devices assists SMEs to boost their sales promotion strategies which aim at increasing the sales of their products and services. However, there has been limited focus on developing a suitable framework that enables the evaluation and shared an understanding of the factors influencing the adoption of mobile marketing technology by service SMEs in Nigeria. Therefore, this paper aims to develop a theoretically grounded framework for exploring these factors and explaining their impact on mobile marketing technology adoption in SMEs in Nigeria. Design/methodology/approach 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. Findings 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. Research limitations/implications The limitation of this study emerged because of the use of qualitative methodologies about the research design, rigour in the collection and management of the large volume of the raw data, the data analysis and the credibility of the findings. This may lead to unforeseen respondent and research bias in the data analysis, which may lead to a limited understanding of alternatives and insights into the factors influencing the adoption of mobile marketing. Hence, other measures and approaches such as case study and mix-method could be deployed to validate the findings further. Also, one of the limitations of qualitative study has been the issue of theoretical generalizability of the framework. The generalizability of the formwork needs to be established across a broader range of the population. Future studies may apply confirmatory statistical techniques to test and ascertain the validity and reliability of the framework across a broader population of mobile marketing technology adopters in Nigeria. Such studies may be used as a benchmark for the theoretical constructs and the factors that may lead to the success or failure of mobile marketing technology adoption. Originality/value The study had further enriched TOE framework and provided an analytical dimension for exploring the adoption of mobile marketing technology. It also demonstrates the capacity to provide a reliable explanation of the factors and serves as a tool for evaluating the benefits or challenges of mobile marketing technology adoption in SMEs in Nigeria.

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“…Similar points were raised by other interviewees A1, A11, 14 and 15.The finding is consistent with the works of Madukua et al (2016) and further supported by…”

Section: Technologysupporting

confidence: 91%

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

Eze

Chinedu-Eze

Bello

et al. 2019

JSTPM

View full text Add to dashboard Cite

show abstract

“…It is essential in creating the right environment and providing resources, both of which are vital to encouraging the use of new technologies (Lin, 2014). Previous studies have confirmed that the support of top management strongly affects organizations' intention to use it Maduku et al, 2016). These considerations lead to the following hypothesis.…”

Section: O Factorsmentioning

confidence: 98%

“…The TOE also has consistently been empirically supported in various technological and information system domains (Zhu & Kraemer, ). As a generic theory of technology diffusion, it has already been used in a large number of studies on technology adoption in firms, including cloud computing in India (Gangwar, Date, & Ramaswamy, ), mobile marketing in South Africa (Maduku, Mpinganjira, & Duh, ), e‐business diffusion and enterprise resource planning (ERP) in Taiwan (Lin & Lin, ; Pan & Jang, ), enterprise systems in China (Wang & Hwang, ), service architecture in South Africa (MacLennan & Van Belle, ), and mobile reservation systems in China (Wang, Li, Li, & Zhang, ). Exhibit shows the technological, organizational, and environmental factors that have been identified in some recent studies.…”

Section: Theories On Technology Adoptionmentioning

confidence: 99%

SME social media use: A study of predictive factors in the United Arab Emirates

Bakar¹,

Ahmad²,

Ahmad³

2019

Glob Bus Org Exc

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Considerable research has been conducted on social media, yet the determinants of their adoption by organizations, especially small and medium‐size enterprises (SMEs), remain unclear. Previous studies have concentrated largely on the use of social media by individuals or in large organizations. Based on data from 144 SMEs in the United Arab Emirates, this analysis features a conceptual model that encompasses various technological, organizational, and environmental factors that may influence the adoption of social media. The results show that in terms of technological context, compatibility and observability are significant in an SME's decision to adopt social media. Additionally, organizational context, the level of top management support, and the overall environmental context also have an impact on SMEs leaders' use of social media in business. Though limited in scope, this study serves as a starting point for future research on social media adoption in the Middle East region, as well as in other developing countries.

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“…TOE framework absorbs the limitation of the dominant technology perspectives and serves as a useful analytical tool to differentiate the drivers and intrinsic characteristics of an Information need innovation capabilities and other environmental conditions of the adoption firm (Rui, 2007), The TOE framework integrates the environmental context which has to a large extent neglected by innovation diffusion theory (IDT). This integration has helped in the explanation of the intra-firms innovation adoption better than the IDT (Oliveira and Martins, 2011;Maduku et al, 2016). Also, the TOE is a more robust theoretical foundation (Alshamaila et al, 2013) which may have the capacity to unravel broad factors influencing the information behaviour of SMEs.…”

Section: Theoretical Underpinningmentioning

confidence: 99%

Determinants of perceived information need for emerging ICT adoption

Eze

Olatunji

Chinedu-Eze

et al. 2019

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Purpose Most studies in information behaviour have focussed on information behaviour aspects such as environmental uncertainty, scanning behaviour of top management executives, student and women information behaviour, information source and credibility, while little is known about the information behaviour of small- and medium-sized enterprises (SMEs) when the need for emerging information and communication technology (EICT) adoption decision-making arises. This paper, therefore, aims to explore the major determinants of perceived information need for EICT adoption by UK small service-oriented businesses. Design/methodology/approach The study adopted qualitative method to explore 13 key determinants of SME managers’ information behaviour for EICT adoption decision-making by using both unstructured and semi-structured interviews at two different stages with 20 participants drawn purposeful from Luton directories. Findings The study developed an extended technology, organisation and environment (TOE) framework by identifying and incorporating the information context which helped to unveil 13 key determinants of perceived information need and their impact on EICT adoption decision-making in SMEs. This further provided insight into understanding SMEs’ information behaviour. While the determinants associated with TOE and information contexts influence SMEs’ perceived information need for EICT adoption, the extent at which these four constructs shape SMEs’ perceived information need for EICT adoption decision-making differs. Research limitations/implications The limitation of this study emerged because of the use of qualitative methodologies in relation to the research design, rigour in the collection and management of the large volume of the raw data, the data analysis and the credibility of the findings. This may lead to unforeseen respondent – and research – bias in the data analysis, which may lead to limited understanding of alternatives and insights into the key determinants of perceived information need for EICT adoption decision. Hence, other measures and approaches such as case study and mix-method could be deployed to further validate the findings. Also, one of the limitations of qualitative study has been the issue of theoretical generalizability of the framework. The generalizability of the formwork needs to be established across a wider range of population. Future studies may apply a confirmatory statistical techniques to test and ascertain the validity and reliability of the framework across a wider population. Such studies may be used as a benchmark for the theoretical constructs and the factors that may lead to success or failure of mobile marketing technology adoption. Originality/value The study has further enriched TOE framework and provided an analytical dimension for exploring key determinants of SMEs’ perceived information need for EICT adoption decision-making. It also demonstrates the capacity to provide a reliable explanation of the determinants and serves as a tool for evaluating the benefits or challenges of SMEs’ information behaviours when the need for EICT adoption arises.

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

Cited by 257 publications

References 63 publications

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

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

SME social media use: A study of predictive factors in the United Arab Emirates

Determinants of perceived information need for emerging ICT adoption

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