Critical Factors Influencing Mobile Marketing Technology Adoption by Micro Businesses in Nigeria: A Preliminary Study

摘要

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 semi-structured) 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.