Demographic determinants of mobile marketing technology adoption by small and medium enterprises (SMEs) in Ekiti State, Nigeria

Abstract A substantial number of factors have been examined on the potentials SMEs to exploit mobile marketing devices achieve a competitive edge. However, limited scholarly investigation has focused demographic characteristics top executives and how location moderates interaction between structure SMEs’ rate technology adoption, particularly in south-west Nigeria where adoption these are slow. The research examines effects SME Ekiti State Nigeria. Data were collected through questionnaires responses 230 drawn randomly from population 620 registered operating 6 different industries located towns State, South-West Geo-Political Zone, Hierarchical multiple regression was used analyse data. Results revealed that experience, age, educational attainment statistically significant, firm significantly moderated adoption. Gender also affected among SMEs.