Title:
MOBILE MARKETING IN UBIQUITOUS ERA. FACTORS DETERMINING INTENTION TO ADOPT MOBILE MARKETING: A CASE OF PUBLIC ORGANIZATIONS IN ZANZIBAR

Authors:
Haji, Nuru M., Dr. Nassra Kara and Dr. Salum Mohammed, Tanzania

Abstract:
Mobile marketing technology has revolutionized organizations' strategies to interact with customers. The technology valued as a critical marketing channel leads to a competitive advantage for the organizations. Despite of these advantages to the vendors, public organizations in Zanzibar have yet to adopt it in marketing communication. This paper investigates the factors influencing the intention to adopt mobile marketing technology in public organizations in Zanzibar. Through extended TOE theory, survey data was collected from sixteen public organizations and 281 valid responses were obtained from management personnel. SEM analysis revealed technology characteristics and managerial intention were the most influential factors in public organizations' adoption of mobile marketing. organizational and environmental factors were insignificant. The main contribution of this paper is that when the TOE model is extended to include managerial intention the model relates more specifically to organization adoption of mobile marketing. Limitations are also explained and recommendations for future studies.