Abstract
A substantial number of factors have been examined on the potentials of SMEs to exploit mobile marketing devices to achieve a competitive edge. However, the limited scholarly investigation has focused on the demographic characteristics of top executives of SMEs and how the location moderates the interaction between the demographic structure of SMEs’ executives and the rate of mobile marketing technology adoption, particularly in the south-west of Nigeria where adoption of these devices are slow. The research examines the effects of demographic factors of top SME executives on mobile marketing technology adoption in Ekiti State Nigeria. Data were collected through questionnaires and responses of 230 SMEs were drawn randomly from a population of 620 registered SMEs operating in 6 different industries located in different towns in Ekiti State, South-West Geo-Political Zone, Nigeria. Hierarchical multiple regression was used to analyse the data. Results revealed that the experience, age, and educational attainment of top SMEs’ executives were statistically significant, and the location of the firm significantly moderated mobile marketing technology adoption. Gender also affected mobile marketing technology adoption among SMEs.
Highlights
Multinational organisations and the government play a leading role in the economy, SMEs are the drivers of the socio, national, economic growth (Mutuala and Brakel, 2006; Shareef et al, 2017; Eze et al, 2019a; Apulu et al, 2011), employment generation and innovation (Scupola, 2009; Eze and Chinedu-Eze, 2019)
In order to improve small business’ strategic position, competitiveness, and their success within regional and international markets, mobile marketing devices are essential for collaborative businesses
Technology Acceptance Model (TAM) and Innovation Diffusion Theory (IDT) have been integrated to investigate the pre-adoption and post-adoption belief, and the results revealed that actual users and potential adopters of IT use different variables that are linked to attitude (Karahanna et al, 1999)
Summary
Multinational organisations and the government play a leading role in the economy, SMEs are the drivers of the socio, national, economic growth (Mutuala and Brakel, 2006; Shareef et al, 2017; Eze et al, 2019a; Apulu et al, 2011), employment generation and innovation (Scupola, 2009; Eze and Chinedu-Eze, 2019). The definition of SMEs differs between countries, regions and industries which draws on factors such as the total number of the workforce, capital invested, yearly income, nature of the business or a blend of all these factors (Gamage, 2003; Apulu et al, 2011; Eze et al, 2019b). In order to improve small business’ strategic position, competitiveness, and their success within regional and international markets, mobile marketing devices are essential for collaborative businesses. The advances in the internet have made the world a global village and mobile marketing technologies offer SMEs the prospects of strengthening competitive advantage against large organisations (Eze et al, 2019b; Scuola, 2009; Castelo and Thalmann, 2019)
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