Digital Marketing Adoption Research Articles

The Impact of Digital Marketing on the Performance of SMEs: An Analytical Study in Light of Modern Digital Transformations

This research intends to evaluate the effect on the performance of small and medium enterprises (SMEs) of technological developments, including digital marketing, and to determine the variables that affect the relationship. Because these businesses are essential to driving local economies, boosting local economic growth, and creating job opportunities, this is a very important question, and figuring out how to best help them succeed through digital marketing is critical. The data were generated from a sample of 190 marketing companies, and each of the managers of these companies was surveyed for the information needed. This research focuses on the impact of SMEs’ performance through digital marketing strategies, including online advertising, social media marketing, search engine optimization (SEO), and customer engagement through digital channels. A further analysis was performed looking at the mediating effect of digital transformation on the relationship between digital marketing and firm performance. The theoretical lens in the current study is the Technology Acceptance Model (TAM), which argues that technology use depends on perceived use and perceived usefulness. The results revealed that digital marketing is essential for SME effectiveness, as a driver of digital transformation, leading to stronger economic results and an enlarged market presence. Engagement with customers on digital channels to understand their behavior and preferences helps organizations create better experiences and products, and sell smarter as well. This offers application insights to the practitioners and proves the empirical data telling the SMEs how to plan the adoption of digital marketing. It also offers policy recommendations to authorities on how to promote digital innovation and provide financial and technical assistance to SMEs in this vital area.

EXPLORING DIGITAL MARKETING ADOPTION DYNAMICS IN PAKISTANI STARTUPS THROUGH THE TECHNOLOGY-ORGANIZATION-ENVIRONMENT (TOE) FRAMEWORK

This study investigates the factors involved in digital marketing adoption among small and medium startups (SMSs) in Pakistan using the Technology-Organization-Environment (TOE) framework. Data were collected through an online survey from 409 startups based in Karachi, Pakistan, and structural equation modeling (SEM) was used for analysis. Results indicate SMSs prioritize internal capabilities and resources for digital marketing adoption over external factors. Key factors identified in digital marketing adoption include technology knowledge, compatibility and cost while the effect of technology complexity was found to be insignificant. Top management support and digital marketing orientation were also crucial, highlighting the importance of strategic leadership and a focused digital approach. These findings highlight the distinct characteristics of SMSs compared to established SMEs, providing insights for developing targeted strategies and regulations to support the startup ecosystem. The research contributes to understanding the unique challenges and factors influencing digital marketing adoption in startups, paving the way for better and effective support mechanisms.

PROMOTING HANDICRAFT FAMILY BUSINESS THROUGH DIGITAL MARKETING TOWARDS SUSTAINABLE PERFORMANCE

The study aims to determine the dimensions of the adoption intention of digital marketing in handicraft family businesses towards business performance, as well as technological innovation applications in the family business for sustainable development. This study examines the theoretical insights and designs a conceptual framework based on previous studies of handicraft family businesses. In so doing, 290 survey data were collected from handicraft business owners and tourists by using face-to-face interviews through a structured questionnaire with 82.85% valid response rate. Moreover, structural equation modeling (SEM) was used to analyze data and find out the causal relationship among the constructs and hypothesis testing. As per the results of the study, among the 6 hypotheses paths all were supported along wit h 24 relationship path coefficients were noteworthy. The result shows that perceived ease of use, perceived risk, perceived usefulness, social norms, perceived behavioral control, and attitude radically influence to the adoption of digital marketing in han dicraft family businesses. The results of this study will assist the research scholars through theory and theoretical foundation for family business owners in understanding and comprehending the role of digital marketing in sustainable family business performance. Similarly, the legacy of family businesses in handicrafts or small businesses can be maintained and empowered through digital marketing to boost the economy. The study is the foremost one in discovering a sustainable business strategy through the success factors of digital marketing adoption in family businesses.

Digital marketing and small and medium-sized enterprises’ business performance in emerging markets

Purpose This study aims to investigate the comprehensive conceptualization how digital marketing and its adoption increase the productivity of small and medium-sized enterprises (SMEs), as well as the impact of technological orientation, customer relationship management and digital marketing on SMEs’ business performance in emerging markets (EMs). Design/methodology/approach Anchored by social network theory, 178 SMEs were conveniently drawn from the National Board for Small Scale Industries now Ghana enterprise agencies in Ghana. The hypotheses were analysed using the SPSS package tool, and structural equation modelling was used, as well. Findings This study reveals that the conceptualization and adoption of digital marketing positively affect the performance of SMEs’ business management in EMs. In addition, a positive moderating effect of dynamism is observed in the relationship between digital marketing and SMEs’ business performance. Research limitations/implications This study focuses only on SMEs from the Greater Accra and Ashanti regions of Ghana as an EM, and it proposes priorities for future research streams in both developed and emerging countries. Practical implications The findings encourage SMEs to develop quality digital marketing technologies, good customer relationships and technological orientation and customer relationship management competencies in EMs to maximise profit. Originality/value This paper fills considerable knowledge, evidence and contextual gaps in the literature on SMEs, entrepreneurship and marketing in EMs by presenting a comprehensive overview of how SMEs can use digital marketing in an EM context to achieve the following: customer acquisitions, satisfaction and retention; increased profitability; quality service delivery; value creation; and cost reductions.

Identifying the impact of absorptive capacity, new product development, and marketing capabilities on digital marketing adoption and new product performance in Indonesian SMEs

This study investigates the impact of absorptive capacity on enhancing the performance of SMEs through new product development, marketing capabilities, and the adoption of digital marketing. The research problem addresses how absorptive capacity influences these factors to improve new product performance. A quantitative approach was employed, collecting data from 212 SMEs in three cities in East Java Province, Indonesia. Data analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that critical factors influencing new product performance include the ability of SMEs to absorb external knowledge (indicator AC3, loading factor 0.852), new initiatives in product development (indicator NPD4, loading factor 0.886), and strong marketing strategies (indicator MC3, loading factor 0.878). Further analysis reveals that absorptive capacity positively and significantly affects new product development (ß=0.763; p-value<0.05) and marketing capabilities (ß=0.724; p-value <0.05) but has a negative and insignificant effect on digital marketing adoption (ß=–0.102; p-value>0.05). However, digital marketing adoption positively and significantly impacts new product performance (ß=0.628; p-value<0.05). These findings suggest that while absorptive capacity is crucial for new product development and marketing capabilities, it is insufficient to drive digital marketing adoption. The results highlight the important but not significant mediating role of digital marketing adoption. The practical implications provide guidance for SMEs to adjust their marketing strategies and new product development to improve performance, particularly during a crisis

Antecedents to the Adoption of Digital Marketing by Start-Ups Under Startup-India and E-Governance Initiatives

India is witnessing a dual transformation marked by technological advancements and a surge in entrepreneurial activity following the launch of various e-governance schemes and the Startup India program. However, the high failure rate among startups remains a significant concern, often attributed to inadequate marketing efforts due to financial constraints. To address this issue, enhancing digital marketing initiatives under Startup India could offer cost-effective solutions with higher returns on ad spend (ROAS). This research, grounded in the Behavioral Reasoning Theory (BRT), utilized cross-sectional data analyzed through Partial Least Square-Structured Equation Modelling (PLS-SEM) using SmartPLS software. The study revealed that beliefs, values, reasons for and against adoption, and attitudes influence startups' adoption of digital marketing. The findings of this study aim to provide practical insights for Startup India programs, entrepreneurs, and policymakers to understand better the motivators and barriers to adopting digital marketing technologies.

Digital Marketing adoption in Small and Medium-sized Enterprises (SMEs)

Background and objectives: This paper seeks to analyze the current state of digital marketing adoption by Small and Medium-sized Enterprises (SMEs) in Colombia and its consequent impact on these entities. To achieve this, the digital marketing strategies employed by Small and Medium-sized Enterprises across various sectors in the country are examined, aiming to understand their level of adoption. Methods: Qualitative study using document analysis methodology with content analysis to analyze the adoption and implementation of digital marketing in small and medium-sized enterprises (SMEs) in Colombia Findings: It was found that digital marketing strategies have a positive impact on the growth and development of businesses in Colombia. Despite this, many companies lack knowledge to implement these strategies. Conclusion: It is essential for Colombian Small and Medium-sized Enterprises to undergo constant training and updates in information and communication technologies. Small and Medium-sized Enterprises should invest in and educate their labor force on digital tools to enhance their positioning and financial performance.

IMPLEMENTATION OF DIGITAL MARKETING STRATEGY TO INCREASE COMPETITIVENESS AMONG MSMES

This research discusses the implementation of digital marketing strategies to increase the competitiveness of Micro, Small and Medium Enterprises (MSMEs) in Indonesia. In the context of national economic growth, MSMEs play an important role in creating jobs, increasing people's income and reducing poverty rates. However, the challenges faced by MSMEs, especially in the marketing sector, require innovative approaches, especially through the adoption of digital marketing. Through a literature review, this research analyzes the role of digital marketing in increasing the competitiveness of MSMEs, the marketing strategies used, the advantages obtained, and the challenges faced. The results show that digital marketing allows MSMEs to expand market reach, increase sales and build brand image effectively. However, there is still a need to increase understanding and skills in implementing digital marketing strategies. Therefore, this research provides insight into the contribution of digital marketing strategies in developing MSMEs which can ultimately support economic growth and community welfare.

Developing a User-Centered Design Model for Digital Marketing Adoption in Village MSMEs

Developing a User-Centered Design Model for Digital Marketing Adoption in Village MSMEs

UNVEILING THE LINK: DOES DIGITAL MARKETING ADOPTION FUEL SUSTAINABLE GROWTH FOR SMEs IN INDONESIA?

The research indicates that the adoption of digital marketing among SMEs in Indonesia significantly contributes to their sustainable growth. The study identifies several key factors that influence this relationship, including attitude toward digital marketing, perceived behavioral control, subjective norm, intention to use digital marketing, and actual use of digital marketing. Specifically, the study highlights that positive attitudes towards digital marketing and subjective norms directly influence the intention to use digital marketing, which subsequently impacts the actual adoption of digital marketing tools. Moreover, the study underscores that the actual use of digital marketing has a direct positive effect on the sustainable growth of SMEs. These findings affirm the potential of digital marketing as a valuable resource for enhancing the sustainable growth of SMEs in Indonesia. By comprehending the factors that drive the adoption and utilization of digital marketing, businesses can develop effective strategies to promote sustainable growth.

Understanding Factors Influencing the Adoption of Digital Marketing Among Small Businesses: The Application of Decomposed Model of the Theory of Planned Behaviour (TPB)

Digital marketing has seen rapid growth. Millions have been spent on the digital marketing tools. The increase in the investment in digital marketing is due its effect in increasing sales, improving brand image, increasing customer image, and reducing the overall marketing cost. to companies. Despite these advancements in marketing and its effects, these phenomena are not really observed in small and medium enterprises in developing and less developed country. This has motivated this study to analyse factors that influence the adoption of digital marketing among a group of entrepreneurs from low-income category that is under the assistantship of a state government agency in Malaysia. The sample comprises of 60 entrepreneurs from the group that have just attended digital marketing training have responded to the survey. The study employs a quantitative technique that utilizes the Decomposed Theory of Planned Behaviour (TPB) model that combines the TPB and the Theory of Acceptance Model (TAM). The result indicates that the dependent variable (Digital Marketing Adoption) can be significantly explained by the independent variables (Except Subjective Norm). The result also provides an important finding on the importance of the participants internal factors- Perceived Ease of Use (PEU) , Perceived Usefulness (PU) and Perceived Behavior Control (PBC) in improving the rate of digital marketing adoption. This provides an important insight into the future development of e- marketing among the entrepreneurs from the lower income group in Malaysia. This indicates the importance of the role of effective training in e- marketing.

The Impact of Digital Marketing Adoption on Firm Performance: A Case Study of Small and Medium Enterprises in India

Purpose: The aim of the study was to investigate the impact of digital marketing adoption on firm performance: a case study of small and medium enterprises in India. Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: The adoption of digital marketing among small and medium enterprises (SMEs) in India has led to significant improvements in firm performance. Increased online visibility and reach have resulted in greater customer engagement and acquisition for these businesses. Cost-effectiveness and targeted advertising through digital channels have enhanced ROI compared to traditional marketing methods. SMEs embracing digital marketing have experienced heightened brand awareness and recognition in competitive markets. Unique Contribution to Theory, Practice and Policy: Resource-Based View (RBV), Institutional Theory & Innovation Diffusion Theory may be used to anchor future studies on the impact of digital marketing adoption on firm performance: a case study of small and medium enterprises in India. Develop tailored digital marketing training programs and capacity-building initiatives aimed at enhancing the digital literacy and skills of SME owners and employees in India. Policymakers should also prioritize initiatives to improve digital connectivity and access to affordable internet services in rural and underserved areas.

The Influence of Social Media Marketing on Brand Equity: Evidence from the Fast-Food Industry in Brazil

Purpose: The aim of the study was to investigate the impact of digital marketing adoption on firm performance: a case study of small and medium enterprises in India. Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: The study investigates how social media marketing impacts brand equity in Brazil's fast-food industry. It finds a positive link between effective social media strategies and key brand equity measures like awareness, perceived quality, and loyalty. Brands with robust social media presence tend to enjoy greater visibility and are seen as offering higher quality. Furthermore, these efforts cultivate stronger consumer connections, potentially offering a competitive advantage. Unique Contribution to Theory, Practice and Policy: Social identity theory, consumer engagement theory & gratifications theory may be used to anchor future studies on the impact of digital marketing adoption on firm performance: a case study of small and medium enterprises in India. Fast-food brands should prioritize measurement and evaluation of social media marketing efforts to assess their impact on brand equity. Government agencies and regulatory bodies in Brazil should collaborate with industry stakeholders to develop guidelines and best practices for social media marketing in the fast-food industry.

Digital Marketing Development Strategy of Cocoa Products

Purpose: In the context of the issue regarding the implementation of digital marketing strategies for cocoa businesses in West Sulawesi Province, Indonesia, there is a need for an analysis to develop effective solutions. This research aims to analyze the appropriate digital marketing strategies for cocoa product businesses to access a broader market, including the international market. Method: This research employed a qualitative exploratory approach, gathering data through in-depth interviews with relevant stakeholders, data collection, data reduction, data presentation, and drawing conclusions. We adopted the Miles and Huberman model, which is commonly utilized in the data analysis process for qualitative research. Result and Conclusion: The research findings reveal three primary approaches to developing digital marketing strategies for international market access: (1) Enhancing the readiness of business actors in formulating strategies through digital platforms, such as utilizing websites and social media; (2) Aligning the appropriate international marketing mix, including innovation and creativity in presenting products; (3) Designing a digital marketing framework that aligns with web-based Key Performance Indicators (KPIs). Research Implications: These findings enhance cocoa product business operators' understanding of what is required to implement digital marketing strategies and appropriate international marketing mix in the global market. Originality/value: This study introduces a novel, more intricate model compared to previous research. It emphasizes the necessity of reassessing the international marketing mix within the current landscape of digital transformation. Additionally, it addresses a research gap by focusing on antecedents preceding the adoption of digital marketing, while also exploring the post-adoption experiences of digital marketing, a facet that has received limited attention in prior studies.

Marketing And Business Development Strategies To Improve The Quality Of Digital Marketing And Digital Innovation In Micro, Small, And Medium Enterprises Omah Kepiting In Surabaya

A business that can build a ready innovation ecosystem will tend to have better digital marketing capabilities than other competitors. Digital marketing adoption indicates the level of use of digital marketing technology in an organization. The research aims to determine the effect of digital marketing adoption on digital marketing capabilities in Omah Kepiting Micro, Small, and Medium Enterprises in Surabaya. In this research, the data were analyzed using the PLS-SEM statistical method to determine the weight of each research indicator. The PLS-SEM method was chosen because there was an abnormality in the distribution of the data and the research required latent variable scores for further analysis. These findings are interesting because although the readiness of the innovation ecosystem does not have a direct effect on digital marketing adoption (?= 0.114; P-value > 0.05), digital marketing adoption turns out to have a significant positive impact on the company's digital marketing capabilities (?= 0.125; P- value < 0.05). Conclusion of digital transformation in improving the company's digital marketing capabilities, which can be the main driver in facing increasingly complex market dynamics and increasingly fierce competition.

Adoption of digital marketing in tourism SMEs: a review and research agenda

PurposeThis paper aims to present a review of small and medium-sized enterprise (SME) literature on the adoption of technology for marketing with the objective the knowledge trajectory from SMEs to tourism SMEs (TSMEs) and presents a research agenda for the adoption of digital marketing among TSMEs.Design/methodology/approachThe quantitative literature review method is adopted to analyze 50 articles published in high-ranking journals from 2011–2021. The selected papers were reviewed to quantitatively present the popular theoretical frameworks, constructs and research methods used for the adoption of digital marketing among SMEs and to present a future research agenda in the context of TSMEs.FindingsThe findings present a review of theoretical approaches, research design, methods, and models used by researchers, and identify new directions for future research in the context of the adoption of digital marketing among TSMEs. The paper presents a theoretical critique of the technology adoption theories and builds on diffusion of innovation theory, technology–organization–environment (TOE), and institutional theory to propose an expanded model to study digital marketing adoption among TSMEs.Research limitations/implicationsThe article presents a significant advancement in the theoretical understanding of the adoption of digital marketing by offering the application of the TOE framework with moderating role of mimetic and normative pressures. Thus, the study contributes to the scarce research on institutional theory in the context of services (tourism) and offers an alternative and holistic perception to study digital marketing. The research model serves as an organizing tool for future researchers and practitioners to probe and further augment knowledge development in tourism and TSMEs.Originality/valueNegligible published work on TSMEs makes this study valuable and the proposed model gives strategic information in the given context.

Factors Affecting the Digital Readiness and Adoption of Digital Marketing of Vegetable Farmers in CALABARZON, Philippines

Purpose - The paper analyzed the factors affecting the digital readiness and adoption of digital marketing by vegetable farmers in CALABARZON, Philippines. It assessed knowledge on different digital marketing technologies, evaluated access to and use of digital devices and marketing platform, and determined the cost of digital marketing adoption. Design/Methodology/Approach - A total of 773 vegetable farmers were selected using disproportionate stratified random sampling, and then personally interviewed. Adapting the methodologies of Horrigan (2016) and Roberts and Hernandez (2019), farmers were categorized based on digital readiness. Correlation and Probit analyses were performed to determine the factors affecting digital readiness and adoption of digital marketing. Findings - Results revealed the following: unprepared (0.33%), traditional (14.49%), reluctant (25.00%), cautious clickers (53.33%), and digitally ready (6.85%). Only 14 percent were digital platform users; the most common gadget used was mobile phone, and while home Wi-Fi and cellular data were the most popular connections, they were still unstable. Adoption of digital marketing lessened vegetable marketing cost. Those single with a higher level of education, household income, and larger household had higher digital readiness level. Digital marketing adoption was positively affected by level of education and digital readiness, but the cost of adoption had negative effect. Research Implications - The results suggest the implementation of location- and readiness level-specific training and digital literacy programs; improvement of Internet infrastructure in major producing areas; and the provision of institutional support to prevent scam and fraudulent transactions to enhance the digital readiness and adoption of digital marketing by farmers.

RECONSTRUCTION OF EMPOWERMENT-BASED MARKETING PERFORMANCE RECOVERY FOR MICRO AND SMALL BUSINESSES IN INDONESIA

The Covid-19 pandemic has made most economic sectors, especially micro and small enterprises, stagnant and even bankrupt. This situation is what makes micro and small business enterprises change their sales strategy through digitalization schemes. The Covid-19 pandemic has indirectly prompted new changes in Indonesia's business style. Social media and marketplaces can become a new concept to make it easier for micro and small business actors to get more comprehensive marketing access. This study aims to initiate an ideal digital marketing adoption model for micro and small enterprise to restore economic conditions to their original state. The research method is an exploratory qualitative approach using primary data obtained from observations and interviews. The sampling technique used purposive sampling with the criteria of the sources being micro and small business actors assisted by the Department of Cooperatives and SMEs of Semarang, Surakarta, Grobogan, Pemalang, Purworejo. The flow of research analysis is data collection, data reduction, data presentation, and concluding. The results of this study indicate two alternative solution models, including training and startup development and training and scaleup development. The urgency of this research allows the government to carry out single submission online program management to minimize errors and monitor program progress. This solution model is expected to be a role model based on ta'awun (mutual relations) for other provincial governments in empowering micro and small business actors to become more optimal based on appropriate technology.

Understanding digital marketing adoption by start-up companies in India: through an integrated technology acceptance model and theory of planned behaviour framework

Understanding digital marketing adoption by start-up companies in India: through an integrated technology acceptance model and theory of planned behaviour framework

Factors Affecting the Adoption of Digital Marketing in Non-Profit Organizations: An Empirical Study

The study aims to enhance the sustainability of non-profit organizations by analyzing factors contributing to the adoption of digital marketing by non-profit organizations. For this purpose, this study presented a research model on digital marketing adoption reflecting the characteristics of non-profit organizations based on the technology–organization–environment (TOE) framework. The research model was analyzed using structural equation modeling on a sample of 303 staff members of non-profit organizations in South Korea. The results of the study suggest that entrepreneurship, competitive pressures, digital environment change, compatibility, and lack of human resources have an effect on the adoption of digital marketing in non-profit organizations. The findings can contribute to helping non-profit organizations better engage in digital marketing activities and, therefore, strengthen their sustainability by being more efficient in obtaining the financial resources they need.