Factors Affecting Adoption of Mobile Marketing in the Telecommunications Industry in Tanzania.

The aim of the study was to examine the factors affecting adoption of mobile marketing in the telecommunications industry in Tanzania by extending the Technology Acceptance Model (TAM) through a new construct of Perceived Market Characteristics (PMK), by forming a theoretical framework, which integrated TAM with Diffusion of Innovation Theory (DOI). The study employed Survey strategy in data collection. Data were collected from 5 municipalities, 73 wards and 6 hamlets in Dar es Salaam, by using multi stage sampling. A sample of 440 respondents was drawn from the target population. Quantitative data were analyzed based on descriptive statistical analysis, Pearson correlation analysis and multiple linear regression analysis. Findings of this study have indicated that, the independent variables have contributed 70% in explanation of the customer’s adoption in mobile marketing in Telecommunication industry in Tanzania. The findings revealed that perceived usefulness, perceived ease of use, perceived trust and perceived customer knowledge had significant and positive influence on adoption of mobile marketing, while perceived online negotiation did not influence adoption of mobile marketing in the telecommunication industry in Tanzania. The study indicates parsimonious contribution in knowledge by using small variables in predicting the customer’s adoption of mobile marketing in telecommunication industry in Tanzania. The findings of the study had significant practical implications for telecommunication industries in the context of developing countries. Keywords: Mobile marketing, Perceived usefulness, perceived ease of use, perceived customer knowledge, perceived online negotiatio