Demographic determinants of mobile marketing technology adoption by small and medium enterprises (SMEs) in Ekiti State, Nigeria

Sunday C. Eze (), Hart O. Awa, Vera C. A. Chinedu-Eze and Adenike O. Bello
Additional contact information
Sunday C. Eze: Landmark University
Hart O. Awa: University of Port-Harcourt
Vera C. A. Chinedu-Eze: Michael Okpara University of Agriculture
Adenike O. Bello: Landmark University

Palgrave Communications, 2021, vol. 8, issue 1, 1-11

Abstract: Abstract A substantial number of factors have been examined on the potentials of SMEs to exploit mobile marketing devices to achieve a competitive edge. However, the limited scholarly investigation has focused on the demographic characteristics of top executives of SMEs and how the location moderates the interaction between the demographic structure of SMEs’ executives and the rate of mobile marketing technology adoption, particularly in the south-west of Nigeria where adoption of these devices are slow. The research examines the effects of demographic factors of top SME executives on mobile marketing technology adoption in Ekiti State Nigeria. Data were collected through questionnaires and responses of 230 SMEs were drawn randomly from a population of 620 registered SMEs operating in 6 different industries located in different towns in Ekiti State, South-West Geo-Political Zone, Nigeria. Hierarchical multiple regression was used to analyse the data. Results revealed that the experience, age, and educational attainment of top SMEs’ executives were statistically significant, and the location of the firm significantly moderated mobile marketing technology adoption. Gender also affected mobile marketing technology adoption among SMEs.

Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

Downloads: (external link)
http://link.springer.com/10.1057/s41599-021-00762-5 Abstract (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:palcom:v:8:y:2021:i:1:d:10.1057_s41599-021-00762-5

Ordering information: This journal article can be ordered from
https://www.nature.com/palcomms/about

DOI: 10.1057/s41599-021-00762-5

Access Statistics for this article

More articles in Palgrave Communications from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().