Integration of Task-Technology Fit (TTF) And Motivation Model to Investigate the Adoption of M-Marketing

Abstract

Mobile marketing, also known as m-marketing, is a contemporary marketing technique that holds considerable influence over organizational performance, particularly in the context of small and medium-sized enterprises (SMEs). The objective of this research is to investigate the factors that impact the adoption of m-marketing in SMEs in Pakistan. To achieve this, the study utilizes the Task Technology Fit (TTF) theory and the motivation model as theoretical frameworks to propose a research framework. A sample of 305 valid responses was collected, and structural equation modelling (SEM) using AMOS was employed to analyse the data and test the hypotheses. The findings of the study indicate that all variables related to TTF (Task characteristics, technology characteristics, and task-technology fit) as well as the motivational model (extrinsic motivation and intrinsic motivation) significantly predict the adoption of m-marketing in SMEs in Pakistan. The study holds both practical and theoretical implications of great significance.