While the acceptance and use of mobile marketing technology (MMT) is playing a significant role 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 the 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 an 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 countries.
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