This paper was presented at The XXXIII ISPIM Innovation Conference "Innovating in a Digital World", held in Copenhagen, Denmark on 05 June to 08 June 2022. Event Proceedings: LUT Scientific and Expertise Publications: ISBN 978-952-335-694-8 1 Adoption of Frugal Information Technologies in Emerging Markets Eduardo Guilherme Nuncio R. Uruguai, 458 - Centro, Itajaí – SC - Brazil. E-mail: egnuncio@me.com Rosana Vaz Barbosa Dangui Universidade do Vale do Itajaí – UNIVALI - R. Uruguai, 458 - Centro, Itajaí – SC - Brazil. E-mail: rosana.dangui@gmail.com André Moraes Santos Universidade do Vale do Itajaí – UNIVALI - R. Uruguai, 458 - Centro, Itajaí – SC - Brazil. E-mail: amsantos@univali.br Abstract: Frugal Information and Communication Technologies (FICTs) are innovative alternatives that combine low-cost and available technologies to meet the needs of small companies in emerging markets against resource scarcity and expensive innovative information and communication technologies. The FICTS focus on affordability, instead of complex functions, is important to investigate the factors that influence its adoption. This study focuses on the use of WhatsApp FICT in companies, specially in their B2B relationship with customers and suppliers. This research aims to identify the driving factors of the adoption of FICT in the emerging textile industrial market, in Brazil, by using institutional theory to understand how adoption occurs. The approach used in this study is mixed qualitative-quantitative, in which it is intended to use multiple-case study, for the analysis of the process of adoption and dissemination of a frugal information technology, as the basis for a survey in quantitative analysis. Keywords: Frugal ICTs, DOI, Institutional Theory, WhatsApp, Brazil, Emerging Markets. This study was financed in part by the Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - Brasil (CAPES) - Finance Code 001 1 Introduction The resource scarcity and high cost of innovative information and communication technologies (ICT) poses a threat for small companies in emerging markets. To remain competitive and innovate, these companies must find new ways of digital transformation with low cost and