Eze, Sunday C. and Chinedu-Eze, Vera C. (2019) Critical Factors Influencing Mobile Marketing Technology Adoption by Micro Businesses in Nigeria: A Preliminary Study. In: In Proceedings of the 16th International Joint Conference on e-Business and Telecommunications (ICETE 2019) -, Jul 26, 2019 - Jul 28, 2019, Prague Czech Republic.
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Abstract
The paper examines critical factors influencing mobile marketing technology adoption by micro businesses using a qualitative method. Data for this study were adopted through interviews (unstructured and semistructured)
in two different stages with twenty micro-businesses drawn purposefully and underpinned by Technology, Organisation and Environment (TOE) framework. This assisted in unveiling 4 critical factors that shape micro –businesses’ adoption of mobile marketing devices in Amuwo- Odofin LGA of Lagos State,Nigeria. These critical factors include: ease of use, customer accessibility, firm’s sales promotion, and intense competition. These factors are classified based on the TOE framework. This study is vital to academics and practitioners because it provides further insight into mobile marketing technology adoption framework; and identified factors that could shape the decisions of micro- businesses in a bid to cope with technology adoption
continually and reduce the enormous time spent in search of information during the adoption process
| Item Type: | Conference or Workshop Item (Paper) |
|---|---|
| Uncontrolled Keywords: | Mobile Marketing, Technology Adoption, Micro Businesses, Nigeria, Preliminary Studies. |
| Subjects: | T Technology > T Technology (General) |
| Depositing User: | Dr Sunday C. Eze |
| Date Deposited: | 17 Mar 2022 08:45 |
| Last Modified: | 17 Mar 2022 11:30 |
| URI: | https://tudr.org/id/eprint/7 |
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