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

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.

Factors stimulating value micro-businesses attribute to digital marketing technology (DMT) adoption.

Most micro-business managers in Nigeria do not see the adoption of digital marketing technology (DMT) as vital for business. Many consider it as a precondition to support managerial or operational activities, not as a tactical and/or strategic tool. Although most studies focused on large organisations, the outcome of such research may not be appropriate to micro-businesses.