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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

Sunday Chinedu Eze, Vera Chinwendu Chinedu-Eze, Hart O. Awa
Copyright: © 2022 |Volume: 14 |Issue: 1 |Pages: 16
ISSN: 1935-5688|EISSN: 1935-5696|EISBN13: 9781683180302|DOI: 10.4018/IJISSS.20220101.oa1
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MLA

Sunday Chinedu Eze, et al. "Studying Service SME Adoption of Mobile Marketing Technology (MMT) via Technology-Organization-Environment Framework." IJISSS vol.14, no.1 2022: pp.1-16. http://doi.org/10.4018/IJISSS.20220101.oa1

APA

Sunday Chinedu Eze, Chinedu-Eze, V. C., & Awa, H. O. (2022). Studying Service SME Adoption of Mobile Marketing Technology (MMT) via Technology-Organization-Environment Framework. International Journal of Information Systems in the Service Sector (IJISSS), 14(1), 1-16. http://doi.org/10.4018/IJISSS.20220101.oa1

Chicago

Sunday Chinedu Eze, Vera Chinwendu Chinedu-Eze, and Hart O. Awa. "Studying Service SME Adoption of Mobile Marketing Technology (MMT) via Technology-Organization-Environment Framework," International Journal of Information Systems in the Service Sector (IJISSS) 14, no.1: 1-16. http://doi.org/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.