Abstract
Mobile marketing is getting an increasingly powerful presence in the communication channel of tomorrow, given its increasing use worldwide. In the Cameroonian context, this method is therefore increasingly used for the transmission of social information. The goal of this exploratory research is to identify and describe the factors that would likely affect the adoption of mobile marketing by advocates of social issues in Cameroon. A Technology-Organisation-Environment framework of the contextual influences on the adoption of technological innovation is used to interpret an analysis of four advocates of social issues and the use of mobile data. The results show that the importance of the objectives sought, the benefits foreseen, were the most important factors influencing adoption of mobile marketing. Other factors that appeared to influence the adoption of mobile marketing included the influence of partners, the perception of receptiveness from the target population and the compatibility with the traditional means of communication. The complexity seemed less important for these adopters; it was not mentioned by the majority. Key words: Mobile marketing, social SMS, adoption of mobile marketing, advocated of social issues.
Highlights
Mobile marketing, defined as the use of the mobile channel as a means of marketing communication (Leppaniemi et al, 2006), is a rapidly developing concept given the increasing use of the mobile telephone
We explored the factors which would likely influence the adoption of mobile marketing for the transmission of social information by advocates of social issues in Cameroon
We wanted to understand the phenomenon of adoption of mobile marketing by identifying the explanatory factors of its use by the advocates of social issues in the Cameroonian context
Summary
Mobile marketing, defined as the use of the mobile channel as a means of marketing communication (Leppaniemi et al, 2006), is a rapidly developing concept given the increasing use of the mobile telephone. Within the framework of mobile marketing, technological factors represent one of the most important factors This has a significant impact on the adoption of mobile services for both the sender-actors (the advocates of social issues) and the receiver-actors (the target populations) of the messages. Mobile marketing mainly lies on sending text messages (SMS), its adoption has been determined by the fact that associated technologies to mobile communication provide the necessary infrastructure to enable the consumers send and receive SMS (Okazaki, 2005). As pointed out by Vatanparast (2010), in each event if marketers want to effectively use the means of communication offered by the mobile channel, they must necessarily understand how mobile telephone users perceive and evaluate mobile SMS as a source of advertising or transmission of social information. It appears that responsiveness and even more its perception by potential users of mobile marketing is an essential factor to the adoption of the previous by the latter (Figure 1)
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