Mobile marketing technology adoption in service SMEs: a multi-perspective framework

Abstract

Purpose The popularity and use of mobile marketing technologies or devices have led to significant interest from researchers and practitioners, particularly in small- and medium-sized enterprises (SMEs), where these technologies offer significant benefits to SMEs given the poor human capital and financial constraints encountered. The use of mobile marketing devices assists SMEs to boost their sales promotion strategies which aim at increasing the sales of their products and services. However, there has been limited focus on developing a suitable framework that enables the evaluation and shared an understanding of the factors influencing the adoption of mobile marketing technology by service SMEs in Nigeria. Therefore, this paper aims to develop a theoretically grounded framework for exploring these factors and explaining their impact on mobile marketing technology adoption in SMEs in Nigeria. Design/methodology/approach The study is qualitative and used both unstructured and semi-structured interviews with a total of 26 participants drawn purposively from NIJA database in Nigeria. Thematic analysis was deployed in analysing the data. Findings The study developed an extended technology organisation environment (TOE) framework by incorporating the value anticipation context which helped to unveil 16 key factors influencing mobile marketing technology adoption in service SMEs in Nigeria. The finding revealed that factors associated with the extended TOE framework have an impact on SMEs mobile le marketing technology adoption but at different levels. Research limitations/implications The limitation of this study emerged because of the use of qualitative methodologies about the research design, rigour in the collection and management of the large volume of the raw data, the data analysis and the credibility of the findings. This may lead to unforeseen respondent and research bias in the data analysis, which may lead to a limited understanding of alternatives and insights into the factors influencing the adoption of mobile marketing. Hence, other measures and approaches such as case study and mix-method could be deployed to validate the findings further. Also, one of the limitations of qualitative study has been the issue of theoretical generalizability of the framework. The generalizability of the formwork needs to be established across a broader range of the population. Future studies may apply confirmatory statistical techniques to test and ascertain the validity and reliability of the framework across a broader population of mobile marketing technology adopters in Nigeria. Such studies may be used as a benchmark for the theoretical constructs and the factors that may lead to the success or failure of mobile marketing technology adoption. Originality/value The study had further enriched TOE framework and provided an analytical dimension for exploring the adoption of mobile marketing technology. It also demonstrates the capacity to provide a reliable explanation of the factors and serves as a tool for evaluating the benefits or challenges of mobile marketing technology adoption in SMEs in Nigeria.

Critical factors influencing the adoption of digital marketing devices by service-oriented micro-businesses in Nigeria: A thematic analysis approach

“…Studies that investigated issues about SMEs in Nigeria have always adopted approaches used by scholars in the developed world as if Nigeria operates the same culture with those in developed nations.This research focuses on microbusinesses in Nigeria because they are growing rapidly, representing 99 per cent of micro, small and medium enterprises (Kale, 2017) and contribute mainly to Nigeria national output (Eze and Chinedu-Eze, 2018). More specifically, the research centred on service micro-businesses because Nigerian economy is serviceoriented and the sector today is regarded as primary economic driver for digital marketing, and the substantial efforts to expand Nigerians economy is largely dependent on the service sector (Rantapuska and Ihanainen, 2008;Eze et al, 2019).…”

“…According to Alshamaila et al (2013) and Tornatzky and Fleischer (1990), these three dimensions provides both limitations and opportunities for the advancement of technological innovation and shape the manner to which micro-businesses implement new technology. Also, Eze et al (2019) argued the TOE framework is a very important analytical tool that unravels both the drivers and inherent features of innovation, proficiencies and other environmental circumstances of the adoption organisations. Besides, many studies (see Eze and Chinedu-Eze, 2018b;Maclennan and Van Belle, 2014;Ruivo et al, 2014;Nuryyev et al 2020) have used the TOE framework.…”

“…SMEs that implement DMD into their essential marketing plans are required to focus on developing strategies that will create awareness, promote dialogue, and win the trust of the target customers. However, digital marketers experts have failed to establish such relationships because of the uncertainty of the usage and outcome (Eze et al, 2019).…”

“…These platforms allow users to access them at any point in time and guarantees smooth interactions which give consumers the privilege to provide feedback by sending voice notes, texts among others. Eze et al (2019) noted that because of the responsive nature of digital devices, businesses see these applications as part of their daily routine, which is instrumental to their success since online transactions are made available for their customers irrespective of distance and location. DMD is vital for micro and small businesses because it encourages customer patronage, creates awareness and promotes business growth and popularity (Franco and Garcia, 2018;Eze et al, 2019;Agostini and Nosella, 2020).…”

Use of social media in the marketing of agricultural products and farmers’ turnover in South-South Nigeria

“…The results indicated that ICT capabilities determined 57% variance of agricultural products marketing. Therefore, the following null hypotheses were formulated: H0 1 : There is no significant relationship between the use of social media in agricultural marketing and cost of marketing agricultural products H0 2 : There is no significant relationship between the use of social media (Facebook, WhatsApp and Instagram) in agricultural marketing and farmers' turnover from agricultural products Other related studies are "use of information communication technologies among agricultural extension officers in Lesotho" (Akintunde & Oladele, 2019), "adoption of agricultural e-marketing," (Alavion et al, 2017), as well as the studies of Eze et al (2019), among others. 2016investigated the effect of social media on the performance of advertisement business in in Kenya.…”