Abstract
Startup India is an initiative taken by the Indian Government to promote the innovative ideas by young companies. These companies may get enough funding and support at the initial phase of their life cycle, but later on, they have to rely on their customer base. To acquire customers and to penetrate the market, mobile marketing can be the suitable method. The study is based on the startup companies who have not yet adopted the mobile marketing and attempts to understand the factors affecting their mobile marketing adoption intention. The widely used technological-organisational-environmental (TOE) framework is used to design the conceptual model. The model was tested by conducting path analysis using structural equation modelling (SEM). The outcome of the paper provides meaningful implications for the stakeholders who are involved with startup companies. It will also help them to have better insights regarding the adoption of mobile marketing.
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