| dc.contributor.author | Thiga, Dr. Moses | |
| dc.contributor.author | Siror, Dr. Joseph K | |
| dc.contributor.author | Githeko, Prof Jason M | |
| dc.contributor.author | Njagi, Dr. Kageni | |
| dc.date.accessioned | 2023-02-24T08:06:50Z | |
| dc.date.available | 2023-02-24T08:06:50Z | |
| dc.date.issued | 2016-01 | |
| dc.identifier.issn | 1936-0282 | |
| dc.identifier.uri | http://ir.kabarak.ac.ke/handle/123456789/1448 | |
| dc.description.abstract | The use of location-based mobile advertising to deliver context specific information from
businesses to clients has the potential to help them increase revenues, personalize offerings and
reduce marketing costs. However, there is a lack of adoption of this emergent mode of advertising
among micro-enterprises. This study examined the underlying reasons for this lack of adoption
using an exploratory factor analytic study based on an adaptation of the Technology Acceptance
Model with the choice of technology as an additional factor. Data was collected in a survey
involving 304 micro-enterprises by means of structured questionnaires and interview schedules.
The study findings validate the technology acceptance model and also reveal that the choice of
technology is an important factor influencing the intention to use location-based mobile
advertising by micro-enterprises | en_US |
| dc.language.iso | en | en_US |
| dc.publisher | Kabarak University | en_US |
| dc.subject | Micro-enterprises | en_US |
| dc.subject | Location-based Mobile Advertising (LBMA) | en_US |
| dc.subject | Technology Acceptance Model (TAM) | en_US |
| dc.title | Factors Influencing the Intention to Use Location-Based Mobile Advertising among Micro-Enterprises in Kenya | en_US |
| dc.type | Article | en_US |
