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

关于中小型企业利用移动营销设备实现竞争优势的潜力，已经研究了许多因素。但是，有限的学术研究集中在中小型企业高管的人口特征以及该地点如何缓和中小型企业高管的人口结构与移动营销技术采用率之间的相互作用，特别是在尼日利亚西南部这些设备的采用速度很慢。该研究调查了尼日利亚Ekiti州中小型企业高管人员的人口统计学因素对移动营销技术采用的影响。通过问卷调查收集了数据，并从位于埃基蒂州不同城镇的6个不同行业的620家注册中小型企业中随机抽取了230家中小型企业，尼日利亚西南地缘政治区。使用分层多元回归分析数据。结果显示，中小型企业高管人员的经验，年龄和学历具有统计学意义，并且公司所在地显着降低了移动营销技术的采用率。性别也影响了中小企业对移动营销技术的采用。