Title: SMEs' intention towards the adoption of mobile marketing: a case of Pakistan

Authors: Masood Ul Hassan; Maimoona Malik; Zeeshan Iqbal

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: The fastest growing marketing phenomena, around the world especially in small and medium enterprises (SMEs) of developed and developing economies, is the adoption of mobile marketing which radically influences ways of advertising. However, Pakistani SMEs are less interested towards the adoption of mobile marketing. Therefore, this study aimed to develop and examine a parsimonious structure of multiple constructs comprised as technological (perceived usefulness, perceived ease of use), organisational (subjective norms, financial resources) and environment (competitive pressure, customers pressure and technological support) through the theoretical lens of technology-organisation-environment (TOE). Convenient sampling technique was used for data collection by distributing self-administrated questionnaires among the top-management of SMEs in Pakistan. Furthermore, structural equation modelling with the help of SmartPLS was used to analyse the yielded data. The study results empower the policy makers and academicians to gain in-depth knowledge of the drivers associated with intention to adopt m-marketing by Pakistani SMEs.

Keywords: small and medium enterprises; SMEs; technological factors; organisational factors; environmental factors; TOE framework; mobile marketing; intention; Pakistan.

DOI: 10.1504/IJBFMI.2018.095135

International Journal of Business Forecasting and Marketing Intelligence, 2018 Vol.4 No.4, pp.400 - 425

Received: 11 Jan 2018
Accepted: 21 Jan 2018
Published online: 01 Oct 2018 *

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