Understanding mobile marketing adoption intention by South African SMEs: A multi-perspective framework

• The paper examines the key drivers of mobile marketing adoption intention.
• A multi-perspective framework rooted in TOE framework was developed and tested.
• Data was randomly sourced from 205 small-medium-sized enterprises in South Africa.
• Data was analysed using structural equation modelling.
• The framework possesses substantial explanatory power to explain adoption intention.
• Among the important drivers of intention perceived top management support was the strongest.

This paper examines the key drivers of mobile marketing adoption intention by South African SMEs using a multi-perspective framework that combines elements in the technological, organisational and environmental contexts of the enterprises. Data was collected from a random sample of 205 SMEs from Gauteng, South Africa. Structural equation modelling was used to analyse the data. The results identified perceived relative advantage, perceived cost, top management support, employees’ IT capability, and customer pressure as important drivers of mobile marketing adoption intention. Of these factors, top management support emerged as the strongest driver of adoption intention. The implications of these findings for mobile marketers and others interested in accelerating the adoption of mobile marketing among SMEs are highlighted.