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

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233 Citations (Scopus)

Abstract

This paper examines the key drivers of mobile marketing adoption intention by South African SMEs using a multi-perspective framework that combines elements in the technological, organisational and environmental contexts of the enterprises. Data was collected from a random sample of 205 SMEs from Gauteng, South Africa. Structural equation modelling was used to analyse the data. The results identified perceived relative advantage, perceived cost, top management support, employees' IT capability, and customer pressure as important drivers of mobile marketing adoption intention. Of these factors, top management support emerged as the strongest driver of adoption intention. The implications of these findings for mobile marketers and others interested in accelerating the adoption of mobile marketing among SMEs are highlighted.

Original languageEnglish
Pages (from-to)711-723
Number of pages13
JournalInternational Journal of Information Management
Volume36
Issue number5
DOIs
Publication statusPublished - 1 Oct 2016

Keywords

  • Adoption intention
  • Mobile marketing
  • Small-medium-sized enterprises (SMEs)
  • South Africa
  • Technology-organisation-environment (TOE)

ASJC Scopus subject areas

  • Management Information Systems
  • Information Systems
  • Computer Networks and Communications
  • Information Systems and Management
  • Marketing
  • Library and Information Sciences
  • Artificial Intelligence

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