400 Int. J. Business Forecasting and Marketing Intelligence, Vol. 4, No. 4, 2018 Copyright © 2018 Inderscience Enterprises Ltd. SMEs’ intention towards the adoption of mobile marketing: a case of Pakistan Masood Ul Hassan, Maimoona Malik and Zeeshan Iqbal* Department of Commerce, Bahauddin Zakariya University, Multan, Pakistan Email: masood@bzu.edu.pk Email: malikmaimoona14@yahoo.com Email: zeeshaniqbalch@yahoo.com *Corresponding author Abstract: The fastest growing marketing phenomena, around the world especially in small and medium enterprises (SMEs) of developed and developing economies, is the adoption of mobile marketing which radically influences ways of advertising. However, Pakistani SMEs are less interested towards the adoption of mobile marketing. Therefore, this study aimed to develop and examine a parsimonious structure of multiple constructs comprised as technological (perceived usefulness, perceived ease of use), organisational (subjective norms, financial resources) and environment (competitive pressure, customers pressure and technological support) through the theoretical lens of technology-organisation-environment (TOE). Convenient sampling technique was used for data collection by distributing self-administrated questionnaires among the top-management of SMEs in Pakistan. Furthermore, structural equation modelling with the help of SmartPLS was used to analyse the yielded data. The study results empower the policy makers and academicians to gain in-depth knowledge of the drivers associated with intention to adopt m-marketing by Pakistani SMEs. Keywords: small and medium enterprises; SMEs; technological factors; organisational factors; environmental factors; TOE framework; mobile marketing; intention; Pakistan. Reference to this paper should be made as follows: Hassan, M.U., Malik, M. and Iqbal, Z. (2018) ‘SMEs’ intention towards the adoption of mobile marketing: a case of Pakistan’, Int. J. Business Forecasting and Marketing Intelligence, Vol. 4, No. 4, pp.400–425. Biographical notes: Masood Ul Hassan is a former Chairman of Department of Commerce, Bahauddin Zakariya University Multan. He has been given three best research paper awards. He has more than 22 years of national and international experience major as a trainer, teacher and researcher. He has completed his PhD in Business Management and Organisation from the Istanbul University Turkey. Before earning his PhD degree, he secured his BCom, MBA in Finance, LLB and Cost and Management Accountants (CMA) degrees from the Pakistan and Associate Chartered Insurer (ACII), Fellow Life Office Management (FLMI) and Associate Customer Service (ACS) degrees from the UK and the USA, respectively.