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

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

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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.

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