organisations gain true value from the adoption and consumption of M-Business into their personal and working lives. Marketing to … date has primarily focused on understanding the diffusion of M/E-Business technologies, adopter categories and adoption … rates, whereas research in Information Systems (IS) often focuses on quantitatively predicting its adoption and usage by …

Research into adoption, acceptance and consumption of Information Technology (IT) within its diffusion cycle has been … extensively studied in Information Systems (IS) and marketing. However, research often focused too narrowly on technology adoption … rates and drivers leading to technology adoption and acceptance. This paper discusses how understanding the social structure …