IDEAS home Printed from https://ideas.repec.org/a/eee/ininma/v36y2016i5p711-723.html
   My bibliography  Save this article

Understanding mobile marketing adoption intention by South African SMEs: A multi-perspective framework

Author

Listed:
  • Maduku, Daniel K.
  • Mpinganjira, Mercy
  • Duh, Helen

Abstract

This paper examines the key drivers of mobile marketing adoption intention by South African SMEs using a multi-perspective framework that combines elements in the technological, organisational and environmental contexts of the enterprises. Data was collected from a random sample of 205 SMEs from Gauteng, South Africa. Structural equation modelling was used to analyse the data. The results identified perceived relative advantage, perceived cost, top management support, employees’ IT capability, and customer pressure as important drivers of mobile marketing adoption intention. Of these factors, top management support emerged as the strongest driver of adoption intention. The implications of these findings for mobile marketers and others interested in accelerating the adoption of mobile marketing among SMEs are highlighted.

Suggested Citation

  • Maduku, Daniel K. & Mpinganjira, Mercy & Duh, Helen, 2016. "Understanding mobile marketing adoption intention by South African SMEs: A multi-perspective framework," International Journal of Information Management, Elsevier, vol. 36(5), pages 711-723.
    • Handle: RePEc:eee:ininma:v:36:y:2016:i:5:p:711-723
    DOI: 10.1016/j.ijinfomgt.2016.04.018
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0268401216300615
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.ijinfomgt.2016.04.018?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Varnali, Kaan & Toker, Ayşegül, 2010. "Mobile marketing research: The-state-of-the-art," International Journal of Information Management, Elsevier, vol. 30(2), pages 144-151.
    2. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    3. Paul Chwelos & Izak Benbasat & Albert S. Dexter, 2001. "Research Report: Empirical Test of an EDI Adoption Model," Information Systems Research, INFORMS, vol. 12(3), pages 304-321, September.
    4. Hsu, Pei-Fang & Ray, Soumya & Li-Hsieh, Yu-Yu, 2014. "Examining cloud computing adoption intention, pricing mechanism, and deployment model," International Journal of Information Management, Elsevier, vol. 34(4), pages 474-488.
    5. Teo, Thompson S.H. & Lin, Sijie & Lai, Kee-hung, 2009. "Adopters and non-adopters of e-procurement in Singapore: An empirical study," Omega, Elsevier, vol. 37(5), pages 972-987, October.
    6. Park, Namkee & Roman, Raul & Lee, Seungyoon & Chung, Jae Eun, 2009. "User acceptance of a digital library system in developing countries: An application of the Technology Acceptance Model," International Journal of Information Management, Elsevier, vol. 29(3), pages 196-209.
    7. Ruivo, Pedro & Oliveira, Tiago & Neto, Miguel, 2014. "Examine ERP post-implementation stages of use and value: Empirical evidence from Portuguese SMEs," International Journal of Accounting Information Systems, Elsevier, vol. 15(2), pages 166-184.
    8. Vasseur, Véronique & Kemp, René, 2015. "The adoption of PV in the Netherlands: A statistical analysis of adoption factors," Renewable and Sustainable Energy Reviews, Elsevier, vol. 41(C), pages 483-494.
    9. Lian, Jiunn-Woei & Yen, David C. & Wang, Yen-Ting, 2014. "An exploratory study to understand the critical factors affecting the decision to adopt cloud computing in Taiwan hospital," International Journal of Information Management, Elsevier, vol. 34(1), pages 28-36.
    10. E. Burton Swanson, 1994. "Information Systems Innovation Among Organizations," Management Science, INFORMS, vol. 40(9), pages 1069-1092, September.
    11. Syed Shah Alam & Md. Yunus Ali & Mohd. Fauzi Mohd. Jani, 2011. "An Empirical Study of Factors Affecting Electronic Commerce Adoption among SMEs in Malaysia," Journal of Business Economics and Management, Taylor & Francis Journals, vol. 12(2), pages 375-399, January.
    12. Ström, Roger & Vendel, Martin & Bredican, John, 2014. "Mobile marketing: A literature review on its value for consumers and retailers," Journal of Retailing and Consumer Services, Elsevier, vol. 21(6), pages 1001-1012.
    13. Shankar, Venkatesh & Balasubramanian, Sridhar, 2009. "Mobile Marketing: A Synthesis and Prognosis," Journal of Interactive Marketing, Elsevier, vol. 23(2), pages 118-129.
    14. Thong, James Y. L., 2001. "Resource constraints and information systems implementation in Singaporean small businesses," Omega, Elsevier, vol. 29(2), pages 143-156, April.
    15. Chieh-Yu Lin & Yi-Hui Ho, 2011. "Determinants of Green Practice Adoption for Logistics Companies in China," Journal of Business Ethics, Springer, vol. 98(1), pages 67-83, January.
    16. Lin, Hsiu-Fen, 2014. "Understanding the determinants of electronic supply chain management system adoption: Using the technology–organization–environment framework," Technological Forecasting and Social Change, Elsevier, vol. 86(C), pages 80-92.
    17. Gao, Tao (Tony) & Rohm, Andrew J. & Sultan, Fareena & Pagani, Margherita, 2013. "Consumers un-tethered: A three-market empirical study of consumers' mobile marketing acceptance," Journal of Business Research, Elsevier, vol. 66(12), pages 2536-2544.
    18. Kim, Sanghyun & Garrison, Gary, 2010. "Understanding users’ behaviors regarding supply chain technology: Determinants impacting the adoption and implementation of RFID technology in South Korea," International Journal of Information Management, Elsevier, vol. 30(5), pages 388-398.
    19. Tao Tony Gao & Andrew J. Rohm & Fareena Sultan & Margherita Pagani, 2013. "Consumers un-tethered : A three-market empirical study of consumers' mobile marketing acceptance," Post-Print hal-02313086, HAL.
    20. Jonathan Donner & Marcela X. Escobari, 2010. "A review of evidence on mobile use by micro and small enterprises in developing countries," Journal of International Development, John Wiley & Sons, Ltd., vol. 22(5), pages 641-658.
    21. Shankar, Venkatesh & Venkatesh, Alladi & Hofacker, Charles & Naik, Prasad, 2010. "Mobile Marketing in the Retailing Environment: Current Insights and Future Research Avenues," Journal of Interactive Marketing, Elsevier, vol. 24(2), pages 111-120.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Sikandar Ali Qalati & Dragana Ostic & Mohammad Ali Bait Ali Sulaiman & Aamir Ali Gopang & Asadullah Khan, 2022. "Social Media and SMEs’ Performance in Developing Countries: Effects of Technological-Organizational-Environmental Factors on the Adoption of Social Media," SAGE Open, , vol. 12(2), pages 21582440221, May.
    2. Srivastava, Deepak Kumar & Kumar, Vikas & Ekren, Banu Yetkin & Upadhyay, Arvind & Tyagi, Mrinal & Kumari, Archana, 2022. "Adopting Industry 4.0 by leveraging organisational factors," Technological Forecasting and Social Change, Elsevier, vol. 176(C).
    3. Thamir Hamad Alaskar & Amin K. Alsadi, 2023. "Drivers of mobile commerce adoption intention by Saudi SMEs during the COVID-19 pandemic," Future Business Journal, Springer, vol. 9(1), pages 1-13, December.
    4. Marcia Mkansi, 2022. "E-business adoption costs and strategies for retail micro businesses," Electronic Commerce Research, Springer, vol. 22(4), pages 1153-1193, December.
    5. Tahereh Hasani & Norman O’Reilly & Ali Dehghantanha & Davar Rezania & Nadège Levallet, 2023. "Evaluating the adoption of cybersecurity and its influence on organizational performance," SN Business & Economics, Springer, vol. 3(5), pages 1-38, May.
    6. Karaca, Yeliz & Moonis, Majaz & Zhang, Yu-Dong & Gezgez, Caner, 2019. "Mobile cloud computing based stroke healthcare system," International Journal of Information Management, Elsevier, vol. 45(C), pages 250-261.
    7. Yogesh K. Dwivedi & Elvira Ismagilova & Nripendra P. Rana & Ramakrishnan Raman, 2023. "Social Media Adoption, Usage And Impact In Business-To-Business (B2B) Context: A State-Of-The-Art Literature Review," Information Systems Frontiers, Springer, vol. 25(3), pages 971-993, June.
    8. Sunday C. Eze & Vera C. Chinedu-Eze & Hart O. Awa & Sandra I. Diarah, 2023. "Critical Issues Facing SMEs’ Actors in the Adoption of Emerging Digital Marketing Technology (EDMT)," SAGE Open, , vol. 13(4), pages 21582440231, December.
    9. Lu, Chih-Cheng & Wu, Ing-Long & Hsiao, Wei-Hung, 2019. "Developing customer product loyalty through mobile advertising: Affective and cognitive perspectives," International Journal of Information Management, Elsevier, vol. 47(C), pages 101-111.
    10. Ghazanfar Ali Abbasi & Noor Fareen Abdul Rahim & Hongyan Wu & Mohammad Iranmanesh & Benjamin Ng Chee Keong, 2022. "Determinants of SME’s Social Media Marketing Adoption: Competitive Industry as a Moderator," SAGE Open, , vol. 12(1), pages 21582440211, January.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Attahiru Gana, Matthew, 2018. "Personalization Of Tourism Services Through Locationbased Social Network In Nigeria," Ilorin Journal of Business and Social Sciences, Faculty of Social Sciences, University of Ilorin, vol. 20(1), pages 104-117, March.
    2. Abou-Shouk, Mohamed A. & Lim, Wai Mun & Megicks, Phil, 2016. "Using competing models to evaluate the role of environmental pressures in ecommerce adoption by small and medium sized travel agents in a developing country," Tourism Management, Elsevier, vol. 52(C), pages 327-339.
    3. Banerjee, Syagnik & Xu, Shichun & Johnson, Scott D., 2021. "How does location based marketing affect mobile retail revenues? The complex interplay of delivery tactic, interface mobility and user privacy," Journal of Business Research, Elsevier, vol. 130(C), pages 398-404.
    4. Lara Stocchi & Naser Pourazad & Nina Michaelidou & Arry Tanusondjaja & Paul Harrigan, 2022. "Marketing research on Mobile apps: past, present and future," Journal of the Academy of Marketing Science, Springer, vol. 50(2), pages 195-225, March.
    5. Nguyen Ngoc Thi Hong & Rudawska Edyta, 2022. "Integrated Cultural Theories on Mobile Marketing Acceptance: Literature Review," Journal of Management and Business Administration. Central Europe, Sciendo, vol. 30(3), pages 112-135, September.
    6. Hofacker, Charles F. & de Ruyter, Ko & Lurie, Nicholas H. & Manchanda, Puneet & Donaldson, Jeff, 2016. "Gamification and Mobile Marketing Effectiveness," Journal of Interactive Marketing, Elsevier, vol. 34(C), pages 25-36.
    7. Ghazanfar Ali Abbasi & Noor Fareen Abdul Rahim & Hongyan Wu & Mohammad Iranmanesh & Benjamin Ng Chee Keong, 2022. "Determinants of SME’s Social Media Marketing Adoption: Competitive Industry as a Moderator," SAGE Open, , vol. 12(1), pages 21582440211, January.
    8. Gianluca Vagnani & Corrado Gatti & Luca Proietti, 2019. "A conceptual framework of the adoption of innovations in organizations: a meta-analytical review of the literature," Journal of Management & Governance, Springer;Accademia Italiana di Economia Aziendale (AIDEA), vol. 23(4), pages 1023-1062, December.
    9. Srivastava, Deepak Kumar & Kumar, Vikas & Ekren, Banu Yetkin & Upadhyay, Arvind & Tyagi, Mrinal & Kumari, Archana, 2022. "Adopting Industry 4.0 by leveraging organisational factors," Technological Forecasting and Social Change, Elsevier, vol. 176(C).
    10. Jean-Éric Pelet & Basma Taieb, 2022. "Context-aware optimization of mobile commerce website interfaces from the consumers’ perspective: Effects on behavioral intentions [Optimisation contextuelle des interfaces de sites Web de commerce," Post-Print hal-04138288, HAL.
    11. Lingling Gao & Kerem Aksel Waechter, 0. "Examining the role of initial trust in user adoption of mobile payment services: an empirical investigation," Information Systems Frontiers, Springer, vol. 0, pages 1-24.
    12. Carlson, Jamie & Rahman, Mohammad M. & Taylor, Alexander & Voola, Ranjit, 2019. "Feel the VIBE: Examining value-in-the-brand-page-experience and its impact on satisfaction and customer engagement behaviours in mobile social media," Journal of Retailing and Consumer Services, Elsevier, vol. 46(C), pages 149-162.
    13. Bartikowski, Boris & Laroche, Michel & Jamal, Ahmad & Yang, Zhiyong, 2018. "The type-of-internet-access digital divide and the well-being of ethnic minority and majority consumers: A multi-country investigation," Journal of Business Research, Elsevier, vol. 82(C), pages 373-380.
    14. Ying, Shiyi & Huang, Youlin & Qian, Lixian & Song, Jinzhu, 2023. "Privacy paradox for location tracking in mobile social networking apps: The perspectives of behavioral reasoning and regulatory focus," Technological Forecasting and Social Change, Elsevier, vol. 190(C).
    15. Bacile, Todd J. & Ye, Christine & Swilley, Esther, 2014. "From Firm-Controlled to Consumer-Contributed: Consumer Co-Production of Personal Media Marketing Communication," Journal of Interactive Marketing, Elsevier, vol. 28(2), pages 117-133.
    16. Haneem, Faizura & Kama, Nazri & Taskin, Nazim & Pauleen, David & Abu Bakar, Nur Azaliah, 2019. "Determinants of master data management adoption by local government organizations: An empirical study," International Journal of Information Management, Elsevier, vol. 45(C), pages 25-43.
    17. Lombardi, Alessia & Carfora, Valentina & Cicia, Gianni & Del Giudice, Teresa & Lombardi, Pasquale & Panico, Teresa, 2017. "Exploring Willingness to Pay for QR Code Labeled Extra-Virgin Olive Oil: An Application of the Theory of Planned Behavior," International Journal on Food System Dynamics, International Center for Management, Communication, and Research, vol. 8(1), pages 1-18, January.
    18. Md Golam Rabiul Alam & Abdul Kadar Muhammad Masum & Loo-See Beh & Choong Seon Hong, 2016. "Critical Factors Influencing Decision to Adopt Human Resource Information System (HRIS) in Hospitals," PLOS ONE, Public Library of Science, vol. 11(8), pages 1-22, August.
    19. Luis Fernando Hor-Meyll & Marcel Correia de Lima & Jorge Brantes Ferreira, 2014. "Why Should I Accept Ads on my Mobile Phone? Factors Affecting the Acceptance by Brazilian Teenagers," Brazilian Business Review, Fucape Business School, vol. 11(4), pages 130-150, August.
    20. Gavilan, Diana & Avello, Maria & Abril, Carmen, 2014. "The mediating role of mental imagery in mobile advertising," International Journal of Information Management, Elsevier, vol. 34(4), pages 457-464.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:ininma:v:36:y:2016:i:5:p:711-723. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/international-journal-of-information-management .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.