Adoption of Mobile Marketing in the Social Field: A Reading from Influence and Resistance Factors
Mbiadjo Fandio Faustine Mimosette

Abstract
The opportunities offered by the mobile phone in the field of marketing, as well as its increasing use by people all over the world have made it a powerful communication tool. In the Cameroonian context, it is gradually being used by advocates of social issues to create awareness and transmit educational information about various problems. This research aims at highlighting the differences between adopters and non-adopters of mobile marketing in the social field through the typology and so shows the success factors and resistance factors to the adoption of mobile marketing in this specific field. Results based on an analysis of 29 case studies help us identify and conceptualize the adoption of the marketing mobile as a comprehensive appreciation, formed by the six dimensions which are: perceived ease of use, convenience of the mobile channel, improvement of brand image, perceived financial benefits, perceived usefulness by users and facilities offered by the partnership between actors of the value chain. Thus, the lack of regulation in the domain of mobile marketing, the intrusive character of SMS and the lack of knowledge according all the processes of conception and diffusion were identified as resistance factors for this adoption. All these factors help us to categorize advocates of social causes into four groups: the advanced, the followers, the latecomers, and the indifferent.

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