Studying Service SME Adoption of Mobile Marketing Technology (MMT) via Technology-Organization-Environment Framework

View Sample PDF

Author(s): Sunday Chinedu Eze (Landmark University, Nigeria), Vera Chinwendu Chinedu-Eze (Michael Okpara University of Agriculture, Nigeria)and Hart O. Awa (University of Port Harcourt, Nigeria)
Copyright: 2022
Volume: 14
Issue: 1
Pages: 16
Source title: International Journal of Information Systems in the Service Sector (IJISSS)
Editor(s)-in-Chief: John Wang (Montclair State University, USA)
DOI: 10.4018/IJISSS.20220101.oa1

Keywords: Business & Management / Business Information Systems / Business Science Reference / Electronic Services & Service Science

Purchase

View Studying Service SME Adoption of Mobile Marketing Technology (MMT) via Technology-Organization-Environment Framework on the publisher's website for pricing and purchasing information.

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.

The IRMA Community

Research IRM

Studying Service SME Adoption of Mobile Marketing Technology (MMT) via Technology-Organization-Environment Framework

Purchase

Abstract

Related Content

IRMA Sponsors