The Effect of Mobile Marketing Adoption on the Growth of Food Processing SMEs in Zanzibar City
Keywords:
Perceived Usefulness; Perceived Ease of Use; Behaviour Intention; Mobile Marketing Adoption; SMEs Growth
Abstract
This study aimed to examine the effect of mobile marketing adoption on the growth of Food Processing SMEs in Zanzibar City, using the Technology Acceptance Model. The research design employed was descriptive in nature. Simple random sampling was utilized to select participants for the study. Both primary and secondary data were collected. The quantitative data was subjected to multivariate data analysis, including descriptive statistical analysis, correlation analysis, and multiple linear regression analysis. The results revealed that customers' perceived usefulness of mobile marketing positively influenced SMEs' growth. Additionally, customers' perceived ease of use of mobile marketing showed a positive effect on SMEs' growth, and behavior intention towards mobile marketing had a positive impact on SMEs' growth. The study recommends further research beyond Zanzibar City to allow for comparisons and to validate or challenge the findings regarding the effect of mobile marketing adoption.
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Jagongo, A., & Kinyua, C. (2019). The social media and entrepreneurship growth. International Journal of Humanities and Social Science, 3(10), 213-227.
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Belch, M. A. (2018). Advertising and Promotion - An Integrated Marketing Communications Perspective (6th ed.). New York: Tata McGraw-Hill.
Bengtsson, W. V., et al. (2017). Factors influencing usage of new technologies in low-income households in Kenya: The case of Nairobi. Info, 14(4), 52-64.
Chille, J. F., Shayo, F. A., & Kara, N. S. (2021). Adoption of mobile marketing in the telecommunication industry of Tanzania: The effects of perceived usefulness, ease of use, and customer's knowledge. European Scientific Journal, 17(12), 160.
Chong, W. K., Man, K. L., & Kim, M. (2018). The impact of e-marketing orientation on performance in Asian SMEs: A B2B perspective. Journal of Enterprise Information Systems, 12(1), 4-18.
Davis, F. D. (1986). A technology acceptance model for testing new end-user information systems: Theory and results. Sloan School of Management, 291.
Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1989). User acceptance of computer technology: A comparison of two theoretical models. Management Science, 35(8), 982-1003.
Eze, P., & CO, O. (2017). The extent of utilization of e-marketing application by small and medium enterprises in South Eastern States of Nigeria. Management Studies and Economic Systems, 3(4), 215-224.
Gummesson, G. B. (2018). Determinants of financial performance of commercial banks in Kenya. International Journal of Economics and Financial Issues, 3(1), 237-252.
Jagongo, A., & Kinyua, C. (2019). The social media and entrepreneurship growth. International Journal of Humanities and Social Science, 3(10), 213-227.
Kalei, A. M. (2020). Digital marketing strategies and the marketing performance of top 100 small and medium enterprises (SMEs) in Kenya. International Journal of Research in Management & Business Studies, 7(3), 26-32.
Kalu, A. O., Nto, C. P., & Nwadighoha, E. E. (2017). Environmental forces as catalysts in electronic marketing, the 21st century trends in Nigeria. Singaporean Journal of Business Economics, and Management Studies, 5(8), 46-56.
Matikiti, X., et al. (2019). The role of education in technology use and adoption: Evidence from the Canadian workplace and employee survey.
Mishra, A. N. (2018). The role of informational processes and technology in customer relationship management. Journal of Marketing, 69(October), 177-192.
Mollel, G. (2021). Effect of online marketing on cloth business growth in Tanzania: A case study of Arusha City. Issues in Business Management and Economics, 9(4), 66-78.
Njau, J. N., & Karugu, W. (2020). Influence of e-marketing on the performance of small and medium enterprises in Kenya: Survey of small and medium enterprises in the manufacturing industry in Kenya. International Journal of Business and Law Research, 2(1), 62-70.
Nkosana, T., Skinner, J., & Goodier, C. (2016). Challenges of ICT adoption and utilization in small rural restaurants: A case study of the KwaZulu-Natal Midlands. African Journal of Hospitality, Tourism and Leisure, 5(4), 1-11.
Odimmega, C. G., Udegbunam, O. E., Ile, C. M., & Azu, N. N. (2016). Managers' rating of e-marketing as a new window for distributive business in Nigeria. Online Journal of Arts, Management, and Social Sciences, 1(1), 61-72.
Omondi, J. P. (2017). Impact of digital marketing on sales growth of small and medium enterprises in Nairobi, Kenya. Master's Thesis, University of Nairobi.
Onyango, K. (2016). Influence of digital marketing strategies on performance of cut flowers exporting firms in Kenya. MBA Thesis, University of Nairobi.
Palani, A., & Yashodha, P. (2020). A study on customer perception towards mobile banking in Indian overseas bank. International Journal of Marketing & Technology, II(IV), April.
Rowley, F. (2018). Revisiting the impact of integrated internet marketing on firms' online performance: European evidences. Procedia Technology, 5, 418-426.
Royle, J., & Laing, A. (2020). The digital marketing skill gap: Developing a digital marketer model for the communication industry. International Journal of Information Management, 34, 65-37.
Srinivasan, R., Bajaj, R., & Bhanot, S. (2016). Impact of social media marketing strategies used by micro, small and medium enterprises on customer acquisition and retention. Journal of Business and Management, 18(1), 91-101.
Taiminen, H., & Heikki, K. (2018). The usage of digital marketing channels in SMEs. Journal of Small Business and Enterprise Development, 22(4), 633-651.
Vij, M. (2017). The new world of banking: A paradigm shift. Journal of Management Research, December 2017, Vol. 3.
Wind, Q., & Rangaswamy, A. K. (2020). The effects of e-marketing uses, market orientation, relative advantage, and trading partners pressure on the performance of textile business in Pakistan: A mediated-moderation analysis. International Journal of Economic Perspectives, 10(4), 562-580.
Yasmin, R., Tasneem, L., & Fatema, A. (2018). Impact of various forms of digital marketing on a firm's sales. European Management Journal, 21(1), 11-23.
Published
2023-10-06
How to Cite
Abubakar, L., & Chille, F. J. (2023). The Effect of Mobile Marketing Adoption on the Growth of Food Processing SMEs in Zanzibar City. International Journal of Social Science Research and Review, 6(10), 227-237. https://doi.org/10.47814/ijssrr.v6i10.1665
Section
Main Articles
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