Journal article
The role of change agents in the adaptation and use of mobile money services in Kenya
Journal of African media studies, Vol.13(1), pp.89-102
03/01/2021
DOI: 10.1386/jams_00035_1
Abstract
Kenya's M-Pesa has arguably become the most recognizable symbol of mobile money globally. The success of M-Pesa can be partially attributed to Safaricom's continuous product innovation. However, few studies have examined the role of M-Pesa employees (called agents) in the adaptation of M-Pesa. To address this gap, we explore the role of M-Pesa agents in Kenya's mobile money ecosystem by using observations and interviews with agents in Western Kenya. Drawing on technology adaptation and using literature, we explore the role of M-Pesa agents as innovators and facilitators of mobile money services. Findings suggest that although Safaricom expects agents to follow certain protocols, agents revealed that they push back on these expectations by bending corporate procedures to align with the social, economic and cultural realities of their customers. As such, they play a key role in the innovation and adoption process, and arguably, have contributed to the long-term success of M-Pesa.
Details
- Title: Subtitle
- The role of change agents in the adaptation and use of mobile money services in Kenya
- Creators
- David Tuwei - University of Minnesota, DuluthMelissa Tully - University of Iowa
- Resource Type
- Journal article
- Publication Details
- Journal of African media studies, Vol.13(1), pp.89-102
- DOI
- 10.1386/jams_00035_1
- ISSN
- 2040-199X
- eISSN
- 1751-7974
- Publisher
- Intellect Ltd
- Number of pages
- 14
- Grant note
- University of Iowa's T. Anne Cleary International Dissertation Research Fellowship University of Iowa Graduate College Summer Fellowship
- Language
- English
- Date published
- 03/01/2021
- Academic Unit
- Center for Social Science Innovation; Injury Prevention Research Center; Public Policy Center (Archive); School of Journalism and Mass Communication
- Record Identifier
- 9984283728102771
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