Can location factors moderate the effects of the demographic composition of SME’s owner managers on the rate of mobile marketing technology (MMT) adoption?

Abstract

Extant scholarly inquiries focused predominantly on the influence of demographic physiognomies of SMEs’ owner-managers on MMT adoption, with dearth recourse to how the proxies of location factors such as workforce diversity and knowledge centres moderate and describe such relationship. To bridge that void, opinions of 345 SMEs’ owner-managers in five industries situated in the state capital and commercial nerve cities of three Geo-political zones of Nigeria were purposively sampled. The analysis involved hierarchical regression and its outcome showed that diversified workforce and enhanced knowledge centres critically moderated the extant relationship between the demographic composition (age, gender, education and experience) of owner-managers and MMT adoption. Hence, location factors are moderators of the relationship between owner/managers’ demographic composition and MMT adoption. Implicit is that understanding the demographic composition of owner-managers provides industry players with strong basis for competitive advantage, as well as opportunity to proactively and tactically make decisions that relate to MMT adoption.