Abstract
While the acceptance and use of mobile marketing technology (MMT) is playing a significant roles in Small and Medium Enterprises (SMEs), few studies have explored how an appropriate framework for understanding the underlying factors that shape MMT adoption in Nigeria can be developed. This is because majority of practitioners in Nigeria often generalize and extend the findings from the developed economies as if there are no environmental differences. This paper attempts to propose a grounded theory approach for assessing factors within technology-organisation-environment (T-O-E) framework in attempt to explain and predict small service firms’ adoption of MMT. The data collection approach spans unstructured and semi-structured interviews with 26 respondents; and the proposed framework provides an organized way to explore MMT adoption, and a foundation for developing a model of MMT adoption in developing country.
Highlights
The relevance of the service sector and of the digital devices, the mobile marketing technology (MMT), and their concomitant adoption by different categories of enterprises is obsessively on surge (Charoensukmongkol & Sasatanum, 2017)
Operational efficacy is defined as the proficiency of the MMT in meeting the operations needs of the business
The finding suggests that small and medium enterprises (SMEs) adopt MMT when the application demonstrates how efficient it is and the capacity to move the business to the level
Summary
The relevance of the service sector and of the digital devices, the MMTs, and their concomitant adoption by different categories of enterprises is obsessively on surge (Charoensukmongkol & Sasatanum, 2017). Report from the National Bureau of Statistics (NBS, 2015) affirmed that the service sector contributes 52.99 percent of the GDP in the first quarter of 2014, which is the largest in Nigeria; and the telecommunications industry accounted for 27.36 percent of it; whereas, agriculture accounted for 19.65 percent. Nigeria is the biggest and the most promising mobile telecommunications market in Africa with over million subscribers and market penetration rate of about 61.53 percent; and percent of internet traffic from mobile devices From 2014 to 2017, internet usage in Kenya rose from 48 to 53 percent against Nigeria, where it surged from 62 to 65 percent; and in South Africa, it increased from 48 to 65 percent (https://abbakin.com/mobile-marketing-in-nigeria/; Ekakitie-Emonena & Odanibeh, 2016). Beside the COVID-19 induced movement restriction, scholars (Amirkhanpour et al, 2014; Inegbedion et al, 2019; Ma et al, 2009) suggest that the surge is obvious, because of the affordability
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