Title: Understanding the adoption of mobile marketing by small and medium enterprises of Pakistan

Authors: Zeeshan Iqbal; Maimoona Malik; Masood Ul Hassan

Addresses: Department of Commerce, Bahauddin Zakariya University, Multan, Pakistan ' Department of Commerce, Bahauddin Zakariya University, Multan, Pakistan ' Department of Commerce, Bahauddin Zakariya University, Multan, Pakistan

Abstract: This study aimed to explore the mechanism of mobile marketing adoption intention by the small and medium enterprises of Pakistan. Based on the theoretical lens of technology-organisation-environment (TOE), the researchers examined the influence of top management support, novelty seeking management, competitors' pressure and perceived cost on intention to adopt mobile marketing as promotional tool. A self-administrative survey questionnaire was adapted and distributed by using convenient sampling technique for data collection. Furthermore, PLS-SEM approach was employed to test the empirical relationships between the study constructs. The results revealed that top management support, novelty seeking management and competitors' pressure have a positive influence on the intention to adopt mobile marketing. Moreover, perceived cost has negative association with intention to adopt mobile marketing by small and medium enterprises due to limited financial resources. Finally, the theoretical and practical implications, limitations and directions for future research were also discussed.

Keywords: small and medium enterprises; SMEs; mobile marketing; intention; technology-organisation-environment; TOE; Pakistan.

DOI: 10.1504/IJBFMI.2019.101601

International Journal of Business Forecasting and Marketing Intelligence, 2019 Vol.5 No.2, pp.125 - 144

Received: 19 Aug 2018
Accepted: 07 Dec 2018

Published online: 02 Aug 2019 *

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