The impact of system characteristics on decision-makers’ attitude towards the adoption of mobile marketing

Abstract: Research on the association between innovation characteristics and the adoption of the mobile marketing innovation at the small and medium-sized enterprise (SME) interface is limited. This study examined the direct impact of the innovation characteristics on South African SME decision-makers’ attitude towards the adoption of mobile marketing. Data for testing the research hypotheses formulated for the study were obtained through a survey of 156 manufacturing SMEs in the Gauteng Province of South Africa. The findings suggest that relative advantage, compatibility, and the complexity of the mobile marketing innovation are all significantly associated with SME decision-makers’ attitude towards adopting this source of innovation. The managerial implications of these findings for strategies aimed at accelerating the adoption of mobile marketing among South African SMEs and others operating in similar contexts are highlighted