Factors Influencing the Adoption of Mobile Marketing in Small Medium Enterprises (SMEs) in Malaysia

Haslinda Musa
2016 unpublished
In this era of globalization, the demands and globalization lead to an intense competition in information technology especially for Small and Medium Enterprises (SMEs). To help improve the SMEs, Malaysian government has strived to support the development of innovativeness, ruthless and also technology. Mobile marketing adoption becomes an important factor for firms to compete within the industry. Hence the main purpose of this research is to identify the element of entrepreneur's attitude and
more » ... ur's attitude and knowledge, and which product fit and technical knowledge that adapted by the firm would contribute to the highest adoption level of mobile marketing in SMEs of Malaysia. A set of questionnaires survey has been carried out to study the entrepreneur's attitude and knowledge, product fit and technical knowledge adaptability of the firm. The sample has been collected comprised of CEOs of SMEs in all over Malaysia, and analysed using descriptive analysis. The finding sees that there is a significant relationship between the adoptions of mobile marketing (dependant variable) and the branding strategy and technical knowledge availability of the firm (independent variables). However, there is one insignificant factor which is the entrepreneur's attitude and knowledge that has no impact with the adoption of mobile marketing.
doi:10.15405/epsbs.2016.08.65 fatcat:zy2w5r3uffb5haflkyq74cxkby