Effective factors of successful cloud marketing adoption by SMEs: the case of Iran

Abstract

In recent years, cloud computing has received much interest in information technology. Due to the potential market for cloud computing and small and medium enterprises' (SMEs') significant future investments in this new technology, studies are needed on cloud computing applications to the marketing field, which we name cloud marketing. Thus, the primary purpose of this study is to explore the factors that increase or decrease the probability of adopting cloud marketing by SMEs. Based on the literature, we propose a three-dimensional model that illustrates the critical factors affecting SME decisions regarding the adoption of cloud marketing that include the classification within the cloud marketing era dimension, the SME dimension, and the environmental dimension. We found that the cloud marketing era dimension was the most impactful dimension - with benefits as the most important factor, and pay-as-you-go basis as the most salient feature. Our proposed model and comprehensive discussion section contribute to the literature on cloud marketing adoption, and help SMEs better prepare themselves for the journey ahead.