Adoption Of Marketing Research Articles

Proposed Digital Marketing Strategy on Property Developer Case Study: PT Widyaka Propertindo

This thesis examines the implementation of digital marketing strategies to enhance the competitiveness and sales effectiveness of PT. Widyaka Property in Indonesia’s property development market. The company faces challenges in adapting to digital tools amid shifting consumer behaviors and external market conditions. The study develops a tailored digital marketing framework to address these challenges, leveraging PT. Widyaka Property’s strengths in affordable housing outside urban areas. The research employs a combination of internal and external analyses. For internal analysis, it examines the 7P marketing mix and digital strategies. For external analysis, it conducts consumer behavior and PESTEL factors. Insights from interviews with stakeholders identify key influences on digital marketing adoption, including technological capability, company size, government policy, social networking, and perceived benefits. A SWOT analysis and TOWS matrix provide strategic direction, while gap analysis highlights alignment issues between current strategies and market trends. The strategic recommendations include establishing a structured marketing and sales funnel, integrating CRM for personalized and data-driven marketing, enabling real-time insights that guide campaign adjustments and improve lead management, optimizing social media use (Instagram, Facebook, YouTube, and TikTok), and utilizing SEO/SEM to increase visibility. Also, strategies are segmented into short-term (channel optimization and database refinement), mid-term (CRM integration and platform-specific content customization), and long-term (analytics and multi-channel integration). Seasonal campaigns and complementary physical marketing efforts are also advised. The conclusion is the importance of adaptability, continuous training, and alignment between digital and physical marketing to improve customer engagement, reduce marketing costs, and maintain a competitive edge in the digital landscape for PT Widyaka Property

Exploring consumer adoption of mobile marketing: the interplay of attitudes, subjective norms and behavioural control

Exploring consumer adoption of mobile marketing: the interplay of attitudes, subjective norms and behavioural control

Enhancing Digital Branding and Utilization of Meatball Printing Machines for MSMEs in Kampung Pentol, Surabaya

Background: Kampung Pentol, an MSME in Sidotopo, Surabaya, led by Mrs. Irma Wulandari since 2022, faces challenges with manual production, traditional marketing, and halal certification. Solutions include a Meatball Printing Machine, digital branding, and halal certification to enhance competitiveness and market reach. Contribution: This initiative addresses key challenges in production, marketing, and halal certification, enhancing Kampung Pentol's capacity, competitiveness, and market expansion through targeted support and mentorship. Method: Activities include preparation, implementation, evaluation, and a sustainability plan to ensure ongoing development. Results: Outcomes include increased production via the Meatball Printing Machine, digital marketing adoption, and halal certification, expanding market reach and competitiveness. Conclusion: Modern tools, digital marketing, and halal certification enhanced Kampung Pentol's production, market reach, and business sustainability

The role of digital marketing in enhancing the sustainability of rural retail businesses in Flagstaff, South Africa

Digital marketing has profoundly altered the marketing techniques utilised by merchants. Although a growing number of rural retail enterprises in South Africa are starting to implement these techniques, the comprehensive effect of digital marketing on their sustainability is still inadequately examined. This study seeks to investigate the impact of internet marketing on retail operations in the rural community of Flagstaff. A quantitative research methodology was utilised, distributing questionnaires to all 52 major merchants via a census technique, yielding 45 replies and an 87% response rate. The results demonstrate that merchants employ several digital marketing strategies, such as social media marketing, email marketing, and mobile marketing, to engage with customers and present sales propositions. This engagement is constrained by the minimal acceptance of digital marketing among consumers, restricted e-commerce utilisation, and inadequate digital literacy, preventing both sides from fully leveraging its advantages. The report advises businesses to persist in using digital marketing methods, including social media and email marketing, into their promotional efforts. This strategy will enable them to engage the niche population that prefers these platforms and maintain alignment with market trends, so assuring competitiveness. Furthermore, it is essential to assist rural areas in improving their digital marketing adoption to sustain retail enterprises and maintain relevance in the contemporary digital environment.

Assistance For MSMES in The Adoption of Digital Marketing of Local Food Products

One of the agro-industry players in processed food products in Punggur District, Central Lampung Regency, Lampung Province, is KWT Canala. KWT in Punggur Regency merged into an organization called the KWT forum of Punggur Regency. The application of digital marketing technology in KWT in Punggur District, Central Lampung Regency is; The application of the internet is still very limited, this is due to the low skills of internet applications that can be used in business. The low use of digital media in business is caused by incompetent expertise in using the internet, social media, marketplaces, and product promotion. Therefore, it is necessary to provide assistance to KWT members in implementing digital marketing so that sales volume increases. This program aims to provide assistance to MSMEs in Punggur Regency related to the manufacture of attractive labels and packaging that are able to compete in the market as well as the application of digital marketing in improving the performance of local food product businesses so that it can increase KWT's sales volume and revenue. The methods used are lectures, discussions and demonstrations through pre-activity activities (permit management, consolidation), exercises and demonstrations, development and evaluation of online stores (initial evaluation, process evaluation and evaluation of results or sustainability impacts). The result of this program is to improve the knowledge and skills of MSME managers in Punggur District about making labels, packaging and the use of digital marketing for products to be produced.

Unlocking Micro Small and Medium Enterprises Potential: Addressing Financial Barriers Through Government Initiatives

MSMEs are pivotal contributors to India's economic landscape, fostering entrepreneurship, mitigating regional economic disparities. Despite their significance, these entities grapple with numerous challenges, including inadequate access to finance, shortage of skilled workforce, and limited support in marketing and technology adoption. This study aims to identify the financial hurdles faced by MSMEs and evaluate governmental initiatives designed to address these challenges. The research collected data from 605 MSMEs across Maharashtra and Gujarat states in India through a comprehensive questionnaire, subjecting the gathered information to various statistical analyses. Expanding on our previous research that sampled five major cities of Gujarat State, this study broadens its scope by including both Maharashtra and Gujarat. The new approach incorporates rural and backward regions from these states, providing a more comprehensive perspective beyond urban centers. Key findings reveal that MSME growth is primarily impeded by complexities in loan application processes, exacerbated by a lack of financial literacy among MSME owners, and excessive collateral requirements imposed by financial institutions. Furthermore, the study highlights the ineffective implementation of government schemes due to insufficient awareness among potential beneficiaries, protracted compliance procedures, and a significant digital divide, particularly pronounced in rural areas. The research employed a range of statistical techniques to ensure robust and reliable results, including Cronbach's alpha for reliability testing, Kruskal-Wallis ANOVA and Mann-Whitney U tests to evaluate differences between micro, small, and medium enterprises, Friedman rank tests to prioritize identified issues, and Spearman's rank correlation to examine the relationship between financial challenges and government initiatives.

Digital Transformation in Family Businesses: An Analysis of Drivers with fsQCA

The digital transformation (DT) encompasses profound technological changes. Businesses face the challenge of adapting their activities to the pace of new technologies to increase the efficiency of business processes, improve the customer experience, and create innovative value propositions while recognizing the importance of sustainability. This research focuses on how family businesses, which are a relevant part of global economic activity and job creation, address the challenges associated with the DT. Based on the case of the automotive retail sector in a small European country characterized by the high acceptance of technologies, we use fuzzy-set qualitative comparative analysis (fsQCA) to understand how critical success factors (causal conditions) combine towards adopting technologies representing different perspectives of the DT. The results confirm the existence of multiple configurations based on the importance of organizational culture, change management, knowledge, human capital, IT systems, and DT strategy towards the adoption of customer relationship management, digital marketing, and social networks technologies, thus helping family businesses to understand the adoption of these technologies leading to organizational success in the context of the DT.

Digital Marketing Adoption Strategy of Legendary Micro, Small, and Medium Enterprises (MSMEs) in Makassar City

This study explores the adoption of digital marketing strategies among Micro, Small, and Medium Enterprises (MSMEs) in Makassar, Indonesia, focusing on their phased approach, responses to market pressures, and the role of organizational readiness in digital transformation. Utilizing a qualitative case study design, in-depth interviews and observations were conducted with five well-established culinary MSMEs. Thematic analysis and manual coding were used to identify key themes and validate findings on their digital marketing adoption journey. The findings reveal a staged adoption process, beginning with basic social media use and evolving toward e-commerce platforms, targeted advertising, and customer relationship management (CRM) systems. Market pressures—such as heightened competition and shifting consumer preferences—were key drivers, though adoption levels varied. For instance, while 80% of respondents had adopted e-commerce platforms, others remained limited to social media engagement due to lower organizational readiness. Organizational readiness, encompassing technology infrastructure, financial capacity, and leadership attitudes, was crucial for effective digital adoption. The study highlights the need for tailored support, including digital literacy training, financial assistance, and an innovation-friendly culture, to enhance MSME competitiveness in the digital economy. This research contributes to the broader discourse on digital marketing adoption by providing strategic recommendations to support MSME growth in a digital landscape.

Have MSMEs in Indonesia Focused on Business Sustainability? The Influence of Environmental Orientation, Technology Implementation, Green Marketing, and Innovation Capability

The aim of this study is to determine the factors that impact MSMEs' sustainability practices and the degree to which they concentrate on business sustainability in Indonesia. This study used a quantitative research approach and collected survey data from MSMEs in Indonesia operating in various industries totaling 350 samples. Partial Least Squares Structural Equation Modeling (PLS-SEM) was used for data analysis to assess the relationship between variables. The study discovered that a focus on the environment, the application of technology, and green marketing greatly improve an organization's capacity for innovation, which in turn has a favorable impact on the sustainability of the firm. MSMEs are more likely to develop and maintain their business practices over time if they invest in green marketing techniques, use cutting-edge technologies, and give priority to environmental issues. In order to attain sustainability, MSMEs should include technology, marketing, and environmental initiatives into their fundamental business operations, according to the research. It is recommended that policymakers provide incentives, subsidies, and training programs to MSMEs in order to encourage the adoption of technology and green marketing. Support like this can encourage sustainable practices throughout the industry and close the digital divide. This study offers insightful information about the combined effects of environmental orientation, technology adoption, and green marketing on MSMEs in Indonesia's capacity for innovation and long-term viability of their businesses. It gives helpful suggestions for boosting MSMEs' sustainability and emphasizes the crucial role that innovation plays in converting these elements into sustainable business practices.

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 the prospects, challenges and need assessment of live fish marketing from aquaculture farms in Kerala

The current study investigated the potential and challenges of live fish marketing in the aquaculture farms of Kerala, India. Surveys were conducted among farmers from six major aquaculture producing districts of Kerala to gather information regarding aquaculture practices, harvesting methods and marketing strategies followed. Freshwater aquaculture systems, particularly tilapia farming was dominant among the farmers. The respondents primarily sold their products to domestic market through dealers. The study revealed that approximately 20% of the farmers adopted live fish transportation methods, preferring tank systems and open-type transportation. The study emphasised the importance of addressing challenges related to culture, harvest as well as post-harvest operations and providing knowhow on effective marketing and distribution channels to promote the adoption of live fish marketing. Keywords: Aquaculture, Kerala, Live fish transportation, Marketing, Need assessment, Price realisation

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.

Making inroads in the Indian AI imaging market

Research methodology This case study involves interviews with radiologists of various hospitals and with company personnel. Both primary and secondary data sources have been used. The first-hand perspective from the radiologists highlighted the challenges they face concerning time and the patient load. The company personnel highlighted using machine learning for used cases to make the platform more robust and accurate. This case has been tested with MBA students. Case overview/synopsis An emerging health-care artificial intelligence (AI) start-up, DeepTek.AI, wants to expand its reach in the radiology market. The company intends to leverage technology to assist radiologists in diagnostics. India's health-care sector faces the challenge of needing more trained doctors and nurses to meet the ever-increasing needs of patients. This case study revolves around the radiologists' concerns about implementing the new technology and its ease of use. The features and benefits of integrating AI in diagnostics are the need of the hour, but the reliability of results needs to be ascertained for adopting it. Complexity academic level This case was written for marketing applications and practices, trends in marketing, marketing strategy and technology adoption in marketing courses at the post-graduate level. Consumer adoption of finance, hospitality, travel and health-care technology is vital for increasing the company's market share and growth prospects. The students will have an opportunity to understand the challenges and the opportunities.

Use and Adoption of Website and Social Media Marketing: Insights from Homestay Business Owners

This qualitative inquiry delves into the transformative impact of digital technology adoption, specifically websites and social media, on the operational and promotional strategies of homestay business owners in Negeri Sembilan within the burgeoning technology-driven tourism sector. It critically examines the integration of these digital tools into marketing and communication frameworks, evaluates their role in enhancing business visibility and shaping public perceptions, and offers comprehensive insights into the associated benefits and challenges. Initial results indicate that the adoption of websites has significantly redefined marketing paradigms by broadening customer outreach and intensifying engagement, while social media has been instrumental in increasing visibility and improving interactive communications with prospective clients. However, this digital transition also poses challenges, including the need for continuous content development and bridging the digital skills gap.

A qualitative study to explore the drivers, perceived benefits, and barriers of mobile marketing adoption – the case of Mauritius

Abstract This qualitative study explored the factors affecting mobile marketing acceptance and adoption. Unlike existing studies that investigated the mobile marketing adoption factors from the end users’ perspective, this study has explored the challenges, opportunities, and implications of the state of art of mobile marketing from a multi-stakeholders’ perspective. To achieve the study’s objective, primary data were collected through a focus group meeting among several stakeholders. Findings revealed that many businesses acknowledge its strategic importance for their growth and sustainability although mobile marketing in Mauritius is still at an infant stage and has a promising growth. These exploratory results have important implications for policymakers, managers, and digital marketers of diverse sectors to promote the adoption of mobile marketing in Mauritius. The unique novelty of our study reinforces the new theoretical lens on the concept of mobile marketing despite diverse research studies in this field in both developed and developing states.

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.

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

Digital intelligence and real estate digital marketing in Nigeria: practitioner’s appraisal

Digital disruption in real estate transactions has led to the full adoption of digital marketing in real estate agency services. However, the demand for sustainability in real estate agency service requires adopting digital skills and competencies to achieve effective and efficient real estate digital marketing. This study examines Estate Surveyors and Valuers’ perceptions of the relevance of digital intelligence for sustainable real estate digital marketing in Nigeria, using Edo State as the study area. The data for the survey were sourced from 120 registered and practicing Estate Surveyors and Valuers (ESVs) using structured questionnaires, out of which 100 (83.33%) were retrieved and found suitable for analysis. Mean score, cross-tabulation, and chi-square were employed for data analysis. Findings indicated that social media marketing and e‑mail marketing are the highest-ranked digital marketing channels adopted among the surveyed respondents. Also, chi-square results show that there is a significant relationship between the relevance of digital intelligence and the level of usage of social media marketing, the relevance of digital intelligence and the level of usage of e‑mail marketing, and the relevance of digital intelligence and the level of usage of affiliate marketing. It was recommended, among others, that ESVs should invest in themselves and their staff in terms of training to raise their competency to harness the opportunities in technology to enhance their professional practice.

A QUALITATIVE STUDY ON THE ADOPTION OF OMNICHANNEL MARKETING IN PHARMACEUTICAL INDUSTRY OF INDIA

A major trend in the pharmaceutical industry nowadays is digitalization. Digital technology influences external and internal aspects of the pharma business operation. Due to the COVID-19 pandemic, pharmaceutical companies have been compelled to transfer their focus to digital marketing and more personalized customer targeting. As the objective of omnichannel marketing is to provide a consistent, integrated, and personalized experience for the customer regardless of the channel or device used. We aim to add to the discussion on understanding omnichannel in the pharmaceutical market congruously. Our goals are to understand the following- Factors that drive the adoption of omnichannel marketing in the pharmaceutical industry To identify the challenges and barriers involved in the adoption of omnichannel marketing in the pharmaceutical industry. In the first phase of the study, we identified the drivers and challenges through semi-structured telephonic interviews with pharma professionals. In the second phase, qualitative research was conducted in addition implications as well as the prospective research propositions were discussed.