Critical Issues Facing SMEs’ Actors in the Adoption of Emerging Digital Marketing Technology (EDMT)
Sunday C. Eze,
Vera C. Chinedu-Eze,
Hart O. Awa
et al.
Abstract:This paper examines the ordeals actors of SMEs face in the adoption process of Emerging Digital Marketing Technology (EDMT). A conceptual framework was proposed to capture actors that participate in EMDT and the difficulties they (themselves) pose that hinder successful adoption. However, a purposive sample of 26 participants drawn from Crunch online database, Luton were interviewed on unstructured and semi-structured bases and analyzed using a thematic approach. The interviews on the problems were coded and c… Show more
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