Mobile Marketing Adoption among Small and Micro Bumiputera Enterprises: a Managerial Perspective from Malaysia

Abstract

Amid the current highly competitive business world, this study examined the determinant factors influencing the managerial intention to implement mobile marketing among small and micro Bumiputera enterprises in Malaysia. The study is based on the research model suggested by Okazaki and Taylor (2008). The influential variables are i) Brand Building Effect (ability to build brand image), ii) Location Based Marketing (the ability to use location-based marketing), iii) Privacy/Security Concerns (related to consumer acceptance of mobile marketing) and iv) Technological Conditions (the perceptions of the current technological infrastructure). The study also investigated the current adoption level of mobile marketing orientations among them. By analyzing data from 129 small and micro Bumiputera enterprises, it is found that location based marketing is the main factor directly influencing their managerial intention to adopt mobile marketing in Malaysia. This finding contradicts previous studies indicating that all the four factors are significantly related to managers’ intention to adopt mobile marketing based on data from multinationals in Europe, Japan and the USA. The current research sheds light on the usage of mobile marketing among small and micro Bumiputera enterprises in Malaysia, which makes contributions to the relevant literature in the context of Malaysia.