African Journal of
Marketing Management

  • Abbreviation: Afr. J. Mark. Manage.
  • Language: English
  • ISSN: 2141-2421
  • DOI: 10.5897/AJMM
  • Start Year: 2009
  • Published Articles: 156

Full Length Research Paper

“Factors explaining the adoption of mobile marketing in Cameroon: Exploratory study on the use of SMS as method of transmission of social information”

MBIADJO FANDIO Faustine Mimosette
  • MBIADJO FANDIO Faustine Mimosette
  • Marketing Department, University of Ngaoundere, Cameroun.
  • Google Scholar
  • Marketing Department, University of Ngaoundere, Cameroun.
  • Google Scholar

  •  Received: 31 October 2014
  •  Accepted: 02 February 2015
  •  Published: 28 February 2015


Mobile marketing is getting an increasingly powerful presence in the communication channel of tomorrow, given its increasing use worldwide. In the Cameroonian context, this method is therefore increasingly used for the transmission of social information. The goal of this exploratory research is to identify and describe the factors that would likely affect the adoption of mobile marketing by advocates of social issues in Cameroon. A Technology-Organisation-Environment framework of the contextual influences on the adoption of technological innovation is used to interpret an analysis of four advocates of social issues and the use of mobile data. The results show that the importance of the objectives sought, the benefits foreseen, were the most important factors influencing adoption of mobile marketing. Other factors that appeared to influence the adoption of mobile marketing included the influence of partners, the perception of receptiveness from the target population and the compatibility with the traditional means of communication. The complexity seemed less important for these adopters; it was not mentioned by the majority.


Key words: Mobile marketing, social SMS, adoption of mobile marketing, advocated of social issues.