Digital Marketing Adoption Research Articles

Digital Marketing Adoption: Determinants, Level of Adoption and Its Impact on Business Performance

The purpose of this research is to investigate how women entrepreneurs are utilising digital marketing media for business marketing and what their perceptions are about digitalisation and the adoption of digital marketing. The aim is to identify the most influential determinants of digital marketing adoption amongst women entrepreneurs, their level of adoption of DM tools, and how their adoption behaviour impacts on the sales of the enterprise and, hence business performance. The findings are drawn based on primary data collected from 136 women entrepreneurs from the state of Karnataka. Hierarchical regression analysis, Somer’s D correlation Test and other descriptive statistics were used to make valid inferences to achieve the objectives of the study. Six factors (perceived expertise, enterprise readiness, perceived industry and regulatory pressure, size of the enterprise, perceived consumer pressure and perceived benefits) were revealed, strongly influencing the digital marketing adoption behaviour among women entrepreneurs. It was also found that the majority of women entrepreneurs exhibited a a low level of adoption, thus indicating that digital marketing adoption is still in its infancy. The results indicated that there was a positive impact of DM adoption level on sales and thus, it also enhanced the business performance of the enterprise.

CORPORATE COMMUNICATION PRACTICES AND ONLINE REPUTATION MANAGEMENT

Purpose: The purpose of the study is to investigate the effect of corporate communication practices on online reputation management.
 Design/ Methodology/Approach: The paper adopted the desktop literature review method. This involved an in-depth review of studies related to corporate communication practices and online reputation management. An in-depth search of the top keywords related to corporate communication practices and online reputation management was done in various databases. Thus, the paper was purely qualitative, drawing its findings from secondary sources of information.
 Findings: The research concludes and provides practical strategic recommendations regarding effective communications to help guide managers in their planning and execution of their CSR endeavours.
 Contribution to policy and practice: Thus, the stronger the attribution of organizational responsibility, the stronger are the emotions like anger and the more likely the act to harm the organization. Undoubtedly, reputation management requires a shift in mindset and approach. Crucially, there is a need for more robust theoretical and practical findings to use as a basis for online reputation building via online communication practices.
 Originality/Value: This paper is justified by the fact that it adds to the knowledge and fills the gap that exists with regard to online reputation management. However, from the current review of the papers, some have presented knowledge gaps that form the basis of the current study. Therefore, given the observed problem with many firms in managing online reputation/image, the current paper sought to look into the problem and provide recommendations for further reference by scholars and policymakers. This paper is, thus, important to policymakers in the information and communication sector as it enables them to formulate policies that support and ease the adoption of digital marketing in organizational branding.

Analysis of Digital Marketing Adoption in Indonesian Micro, Small, and Medium Enterprises

Micro, small, and medium-sized enterprises (MSMEs) have a major role in Indonesia’s economy. In order to grow, MSMEs need the capability to conduct marketing in the digital world. The advancements in digital technologies have made it possible for a cost-effective and hassle-free Digital Marketing adoption. However, the number of MSMEs that have adopted Digital Marketing is still low. Therefore, this study aims to find out what factors that affect Digital Marketing adoption and its benefits. This study will also analyze the implementation of Digital Marketing by MSMEs in Indonesia. This study uses literature study method. This study shows that there are various factors affecting Digital Marketing adoption. This study also shows that various research results have shown that Digital Marketing Adoption can improve the performance of MSMEs. In regards to Digital Marketing implementation in Indonesia’s MSMEs, this study shows that training and mentoring activities by Centers for Research and Community Service of various Higher Education Institutions in Indonesia are very beneficial for MSMEs.

Cannabis and web marketing strategies-A study of Colorado cannabis vendors

PurposeThis study aimed to investigate the level of adoption of digital marketing by cannabis vendors in the state of Colorado.Design/methodology/approachThe study surveyed a random sample of 30 cannabis vendors in the state of Colorado. The analysis of the vendors’ use of digital marketing methods was conducted using a rubric based on a modified 7C Framework.FindingsIn the state of Colorado, the cannabis industry is nascent and has made an initial investment in digital marketing. While most companies had deployed a website, these websites featured basic elements of digital marketing. Though limited, the industry has made initial attempts to engage customers in a socially responsible manner. The industry would also benefit from better age verification, educational programs and profit sharing.Originality/valueThe study furthers the application of 7C Framework used in evaluating e-commerce sites for cannabis marketing.

Digital Marketing Adoption Among Food Products Home Industry: A Study of Melinjo Chips Producer In Bantul

Digital marketing has become a new trend recently, which is not only applied by large-scale industries but also small industries. Similarly, melinjo chips home industries producer, some of whom have implemented digital marketing using their devices. This study aims to describe the marketing conditions of the melinjo chips and to determine the perceptions of melinjo chips producers towards the adoption of digital marketing. Data were collected through interviews with 63 producers of the melinjo chips selected using census method from all producers in Pandak District, Bantul Regency, Yogyakarta Special Region. Descriptive analysis and 5-point Likert Scale were used to determine the producers’ perception of the adoption of digital marketing in the marketing of melinjo chips. The results showed that in general, the marketing of melinjo chips was mostly using conventional marketing, although some producers have implemented digital marketing. Moreover, the adoption of digital marketing was perceived in neutral category. The neutral perception was due to the fact that although the adoption of digital marketing has positive view such as benefits, and marketing efficiency, there were also obstacles in using it, not providing innovation and low trust in digital marketing technology. DOI : https://doi.org/10.33005/adv.v10i1.2614

Size of Business Unit as a Factor Influencing Adoption of Digital Marketing: Empirical Analysis of SMEs Operating in the Central European Market

The issue of using marketing communication tools in the internet environment is quite extensive. Innovation of the usual procedures is usually influenced by market development. The presented study examines selected factors that may affect the acceptance of digital marketing tools in business practice in small and medium-sized enterprises (SMEs). The aim of the study is to answer the basic question of whether company size influences the willingness to adopt online marketing tools within the usual communication mix. Based on a thorough empirical analysis performed on a sample of companies operating in the Central European market, it can be stated that company size does not play a role in adopting online marketing tools. Most organizations, regardless of their size, still have reservations about investing in digital marketing. On the other hand, previous experience is a key determinant to perceive the benefits of using the internet for business purposes. Organizations actively using online marketing tools evaluate their contribution to their business very positively. It is a well-known fact that product testing significantly increases the degree of its acceptance. This knowledge is one of the key starting points in traditional marketing. Obviously, this assumption needs to be taken into account in both physical and digital environments. At the same time, it should be noted that the application of the basic online marketing tools in business practice is a prerequisite for all subsequent online activities.

Adoption of digital marketing tools in independent businesses: experiences of restaurant entrepreneurs in India and United Kingdom

PurposeThis paper aims to explore the experience of adoption of digital marketing and related tools by restaurant entrepreneurs or owners of restaurants in the UK and India.Design/methodology/approachThis study is based on qualitative research. In-depth interviews were conducted with restaurant owners to understand the extent of adoption of digital marketing tools and how they have embraced the digital change in running their business operations.FindingsFindings shed light on major changes in consumer behaviour and the readiness of restaurant owners to adopt digital tools for marketing restaurant businesses. Additionally, this paper also probes restaurant owners’ apprehensions in the process with an objective of retaining customers for a longer period.Originality/valueIt is also evident that there is a clear gap in the restaurant space in India and the UK as far as the adoption of digital marketing tools is concerned. The restaurants in India are yet to adequately harness the digital medium as a strategic tool for marketing. This research can potentially form the basis of further research in terms of using technology and digital tools to reach customers and creating a more personalized experience for them.

The Antecedents of Digital Marketing Application by Malaysian Micro, Small and Medium Enterprises (MSMEs)

This research focuses primarily on Micro, Small and Medium Enterprises (MSMEs) in Malaysia, with special reference to Perak State. It is widely recognised that the adoption and use of digital marketing applications change the ways in which organizations conduct their activities and represent a critical business opportunity for MSMEs. This opportunity will only be realised by MSMEs if, and when, digital marketing is applied to their organizations. This, therefore, creates a requirement to understand the factors that influence MSMEs in making the adoption decision. The research related to such factors is scarce, not least because the technologies are relatively new. By using the Technology-Organization-Environment (TOE) framework, this study, therefore, attempted to understand the predictors/factors influencing the decision making by MSMEs to adopt digital marketing applications. It employed a quantitative approach to meet the research objectives. A survey involving 369 MSMEs in Perak State was conducted to examine empirically the preliminary model. The survey data were analysed using Logistic Regression (LR) technique. Of the factors examined, technological and organizational contexts were found to have a significant influence on MSMEs’ decisions to adopt digital marketing applications. These findings have important implications and value for the research community, MSMEs and policymakers in terms of formulating improved strategies for digital marketing adoption and applications. The resulting research model proposed in this paper/article can improve these stakeholders’understandings on why some MSMEs have chosen to adopt digital marketing technologies, while other MSMEs which face similar market conditions have not.

Digital marketing during the COVID-19 pandemic: A case study of its adoption by furniture manufacturers in Malaysia

Contemporary furniture marketing platforms that are based on furniture exhibitions, retail malls, and galleries were severely disrupted by the global COVID-19 pandemic. Therefore, this study was conducted to evaluate the extent to which digital marketing tools were adopted by furniture manufacturers in Malaysia. The effectiveness of digital marketing tools was assessed as an alternative furniture marketing medium by means of a questionnaire distributed to various furniture suppliers. The results of the questionnaire indicated that the onset on the COVID-19 pandemic accelerated the adoption of digital marketing among furniture manufacturers of all sizes. Larger manufacturers had the financial means to make greater investments into digital marketing to utilize it compared to the small and medium-sized enterprises (SMEs). Digital marketing by website, email, and social media were the most common mediums used by furniture manufacturers. As for social media applications, Facebook, Twitter, and Instagram were the common platforms used by furniture manufacturers. Although some furniture manufacturers were familiar with digital marketing, many were not using it effectively due to a lack of skilled workers with the ability to manage such digital marketing tools. Limited financial capital, especially among the SMEs, also made it difficult to enable the adoption of digital marketing.

Understanding digital marketing adoption by start-up companies in India: through an integrated Technology Acceptance Model (TAM) and Theory of Planned Behaviour (TPB) framework

Understanding digital marketing adoption by start-up companies in India: through an integrated Technology Acceptance Model (TAM) and Theory of Planned Behaviour (TPB) framework

The Characteristics of Adopters and Non-Adopters of Digital Marketing Application among Micro, Small and Medium Enterprises (MSMES)

This article aims to reveals the profiles of adopters and non-adopters of digital marketing application among Micro, Small and Medium Enterprises (MSMEs) in Malaysia. This research focuses primarily on MSMEs in Perak State. The researchers employed a quantitative approach to meet the research objectives. A survey involving 400 MSMEs in Perak State was conducted to investigate the adopters and non-adopters of digital marketing application. The 361 completed survey data were analyzed using descriptive statistical tools. The results found that out of 361 respondents, 175 are adopters and 186 are non-adopters. The Chi-square tests indicated that the gender and age of business did influenced the adoption levels amongst MSMEs. Majority of the adopters used social media, followed by e-marketing and digital contents. Information sharing, communication with customers as well as advertising and promotion respectively were found to be the key motives for using digital marketing applications. Over sixty (60) per cent of the non-adopters stated their intention to adopt digital marketing but only 21.4 per cent of them intended to do so within a year. Enterprise “does not know how to best utilize digital marketing in business”, “not enough resources (time, monetary, employee and external support)” as well as “not enough skills and knowledge to implement digital marketing”, reported by 46.2 per cent of the non-adopters. This indicates that most Malaysian MSMEs were lack of awareness especially knowledge and internal resources to apply this type of technology. These findings have important implications and value for the research community, MSMEs and policy makers in terms of formulating improved strategies for digital marketing adoption and applications. The results also lend answers on why some MSMEs have chosen to adopt digital marketing technologies, while other MSMEs which face similar market conditions have not. Keywords: MSME, digital marketing, entrepreneurs, adopters, non-adopters

The lone digital tourism entrepreneur: Knowledge acquisition and collaborative transfer

Abstract This paper addresses calls for more detailed studies of small tourism enterprises. Researchers report a lack of adoption and ineffective utilisation of digital technologies in smaller tourism businesses. The study focuses on two university-facilitated projects of digital marketing adoption and utilisation by 53 small and medium sized tourism businesses in the South of England. The framework for this study was driven by Modes of Knowledge Transference and Technology-In-Practice. The findings describe peer-to-peer knowledge acquisition and sharing that take place in university-led projects and suggests that a combination of Mode 1 and Mode 2 knowledge helps entrepreneurs to advance their digital marketing knowledge. Peer-to-peer clusters are an effective means of placing digital marketing knowledge and technology in the context of small and medium tourism business practice. The paper provides implications for destination marketing organisations and policymakers and suggestions for future avenues of research are offered.

MENEJEMEN INOVASI STRATEGIS DANADOPSI DIGITAL MARKETING UPAYA MEMBANGUN KEUNGGULAN BERSAING DAN KINERJA BISNIS IKM TENUN TROSO KABUPATEN JEPARA

The purpose of this research is to investigate the impact of management innovation and adoption of digital marketing strategies in relation to competitive advantage and performance. The object of this study is the IKM Troso Weaving Troso of Jepara Regency with an observation unit of 169 respondents consisting of managers and heads of marketing. Data were analyzed with structural equation model (SEM) to test the research hypothesis. The analysis revealed that the innovation strategy and adoption of digital marketing significantly increased the competence and performance of the company. The implication of this finding is that companies need to pay attention to the values of corporate culture such as determining the direction of business development, increasing productivity and creativity, developing the quality of goods and services and motivating employees to achieve the highest achievements. While managerial implications related to organizational readiness include making a budget for information technology updates on a regular basis, making it easier for employees to make improvements to marketing information technology

Use of digital marketing in estate agency industry in Malawi

The study aimed at finding out the adoption of digital marketing in estate agency companies in Malawi. The key issue in this study is to check if the companies have embraced the current dominating use of online advertising of the services that they offer to the community they serve through digital marketing. Specifically, the study focused on finding out the digital marketing channels that are used in the industry, the challenges and the strategies in place to achieve the digital marketing goals. The study targeted 10 major real estate companies in Lilongwe city, the capital of Malawi. Out of these 10, six (60%) companies responded to the questionnaire. The study established that estate agency companies in Malawi have adopted online use of digital marketing in selling their services. The channels that are currently in use include Email, Affiliate Marketing, Website and Social Media. On social media, the companies are using Facebook, Instagram, Twitter and WhatsApp. Further, the study revealed that the companies face numerous challenges in their digital marketing drive. These include expensive purchase costs for digital gadgets, lack of well-trained personnel in digital marketing, high operating cost on data usage from Internet service providers and unreliable Internet connectivity. Considering these challenges, some organizations have put in place measures aimed at minimizing the current situation and increasing their customer base through development of mobile apps, linking of websites to other news websites for broader access and frequent updates of their respective websites. Lastly, the study therefore recommends that organizations should aim at equipping their personnel with digital marketing skills, investing more finances in purchase of digital gadgets to increase the level of interaction with the consumers on the property market.

Digital marketing adoption and success for small businesses

PurposeThis paper aims to examine small business’ participation in digital marketing and to integrate the do-it-yourself (DIY) behavior model and technology acceptance model (TAM) so as to explore the motivations and expected outcomes of such participation.Design/methodology/approachData from 250 small business owners/managers who do their own digital promotion are collected through an online survey. Structural equation modeling is used to analyze the relationships between the models.FindingsThe results contribute to the understanding of small business’ digital marketing behavior by finding support for the idea that the technological benefits may not be the only motivators for small business owner/managers who undertake digital marketing. Moreover, and perhaps more importantly, the authors find that the DIY behavior model applies to small business owner/managers who must perform tasks that require specialized knowledge.Research limitations/implicationsThe limitations of this research are that the motivations to undertake digital marketing are limited to those contained in the DIY and TAM models, and the sample may not be representative of all owners and managers who perform digital marketing for their small businesses. Therefore, future research is needed to determine if further motivations to conduct digital marketing exist and whether other samples produce the same interpretations.Originality/valueThis study presents empirical evidence supporting the application of the DIY model to a context outside of home-repair and extends the understanding of digital footprint differences between large and small businesses.

Barriers to digital marketing adoption at remote rural tourism destinations in Sarawak: an exploratory study

Rural tourism has been shown to benefit local communities from the economic perspective. Digital marketing allows marketing information to be transmitted directly to potential visitors without the need for an intermediary, in a low-cost but effective way. Rural tourism destinations in Sarawak now have an opportunity to benefit from the Sarawak state government’s initiative, the Digital Sarawak Centre of Excellence, in terms of digital content creation and website maintenance. However, the current level of adoption is zero to minimal in rural tourism destinations. This study examines the barriers towards digital marketing adoption from the perspective of rural tourism providers. Fieldwork was performed at two sites, Ba’kelalan and Long Lamai, in July 2016 and February 2017 respectively. In-depth interviews were conducted with a total of 19 respondents. The study revealed that tourism providers currently depended on word-of-mouth recommendations or direct contact for bookings, but were willing to adopt digital marketing with the assistance of knowledgeable parties. However, certain physical, logistical and social constraints may have a detrimental effect on the community’s readiness level to entertain tourists on a larger scale and may further impede the overall progress of digital marketing adoption, at both the individual and destination levels.

Innovation and Digital Marketing Adoption in Mexican Small Business

Today, companies are under enormous pressure to innovate (Steinhoff & Trommosdorff, 2013) due to rapid technological evolution, reduced product life cycles and globalized markets (Rovira & Tolstoy, 2016), coupled with the fact that the user is increasingly interactive with digital media, which emphasizes the fact that companies must have presence on the web to be able to cope with the current environment. The main objective of the present study is to investigate how innovation in products, processes, marketing and organization generates opportunities for efficient marketing of companies, transforming it into digital marketing. The present study was carried out in a sample of 256 companies in the state of Aguascalientes (Mexico) using the technique of structural equations modeling (SEM), where the results show positive and significant effects of the innovation on the adoption of digital marketing.

The Relevance of Modern Technology Usage on the Business Ventures of Kenyan Women Entrepreneurs

Technological advancement, the adoption of digital marketing and incorporation of digital platforms and websites have fundamentally changed the entrepreneurial landscape in Africa especially from a gender based perspective. Reduced data bundle rates, growth and spread of Internet use in Kenya has contributed to the development and incorporation of technology and digital tools by most women entrepreneurs in their business. During the last decade women based entrepreneurial ventures on the African continent has had to adapt and develop with the digital and modern technologies. This paper is a case study based on three business ventures, namely an informal small scale venture and two formal woman entrepreneurial ventures. The purpose of the paper was to establish the experiences of these women entrepreneurs with regards to their use of technology and digital marketing platforms, in order to ascertain their impact on the growth and development of their ventures. Incorporating technology tools in business has supported the survival and expansion of most Kenyan women entrepreneurs, through the creation of competitive advantages that allows and encourages prosperity within a global economic setting. This enables technology and digital marketing platforms to be categorised as an important strategic component and tool in modern commercial ventures. Women entrepreneurs on the African continent seem to have adapted to these new developments. This paper also reports specifically on the findings of an online survey conducted in Kenya in 2013, which investigated the experiences of women entrepreneurs in adapting and incorporating online social network platforms and digital tools in both the formal and informal sectors. This paper further explains the role digital technology tools such as ICTs, Online Marketing, and E-Marketing including the Social media platforms, play to enhance Kenyan women entrepreneurial ventures. DOI: 10.5901/mjss.2014.v5n10p58

DMA Model: Understanding Digital Marketing Adoption and Implementation by Islamic Tourism Organizations

Islamic studies and Islamic research have gained a lot of interest and considerable attention from researchers, policy makers, and practitioners during the last few years as a result of the demanding desire to know more about Islam. However, regardless of the dominant position held by Islamic studies and Islamic research in today's research world, Islamic tourism is still very much less presented in the literature. this article aims to explore, analyze, and develop a clear understanding about the different factors affecting the adoption of digital marketing (D-marketing) by Islamic tourism organizations (ItOs) by building on the current body of knowledge in the field. the article systematically reviews the literature related to digital marketing adoption to understand its adoption by organizations working in Islamic tourism sectors. Based on this review and through linking digital marketing, technology adoption, technology diffusion, and Islamic Shariah theories, a conceptual model that links five factors (namely: internal environmental forces, external environmental forces, digital marketing adoption, digital marketing implementation, and digital marketing performance) is proposed to provide a clear understanding about the different factors affecting the adoption of digital marketing by Islamic tourism organizations. Future research is encouraged to build on this framework to test how internal and external environmental forces of Islamic tourism enterprises, along with its digital marketing implementation, influence its performance.