Drivers of E-Marketing Adoption among Small and Medium Enterprises (SMEs) and Variations with Age of Business Owners

Dlodlo, Nobukhosi; Dhurup, M.

doi:10.5901/mjss.2013.v4n14p53

Cited by 17 publications

(13 citation statements)

References 61 publications

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“…In social media perspective, Sago (2013) examined factors impacting the adoption and frequency of use of various social media services such as Facebook, Twitter, Pinterest, and Google+ among undergraduate university students 18 to 23 years old, findings included the positive relationship between frequency of use of social media and its ease of use, enjoyment, and perceived usefulness. Dlodlo and Dhurup (2013) carried out a study on drivers of e-marketing adoption among small and medium enterprises (SMEs) and variations with age of business owners, a random sample of 123 SMEs were drawn randomly within the various municipal areas in the Vaal Triangle using principal component analysis with Varimax rotation five-dimensional structure, pertinent to the understanding of SMEs decisions to adopt e-marketing technology was established. Perceived ease of use (PEOU), external pressure, mission, job performance, resource availability and compatibility were found to be significant drivers of e-marketing adoption.…”

Section: Technological Context (Tc) and Adoption (Ad)mentioning

confidence: 99%

“…It personalizes the brand and helps companies to spread their message in an often relaxed and conversational way (ibid).On the related perspective, Brad (2013) advocate that, social networking media as an extension of the world wide web, it has expanded the opportunities for small businesses to compete with larger, global companies. In a knowledge society like tourism, Dlodlo and Dhurup (2013) argued that organizations need to develop competitive advantages through the effective utilization of electronic marketing in order to succeed in the markets. The adoption and use of Information and Communications Technologies (ICT), in particular social media, has the potential to strengthen SMEs in tourism, by providing them tools to meet the needs of the domestic market online, enable access to an increasingly global market place and leverage SMEs as a destination for foreign investment.…”

Section: Introductionmentioning

confidence: 99%

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Small and Medium Tourist Enterprises and Social Media Adoption: Empirical Evidence from Tanzanian Tourism Sector

Ndekwa¹,

Katunzi²

2016

IJBM

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The increasing competition and the highly demands of globalization in tourism sector are increasing challenges in the market and operation of Small and Medium enterprises in Tanzania. In order to cope with these challenges, it is evidenced that the adoption of social media networking is an enabler of small and medium tourist enterprises in quest of enhancing competitiveness in their globalized market place. Despite of this benefit offered by Social Media (SM) to SMEs, very little is known on the factors influencing adoption of Social Media in Tanzanian Tourist sector. This paper aims at filling the gap by examining factors influencing adoption of Social Media Networking among SMEs in Tanzanian Tourism Sector. Questionnaire was used to collect data from SMEs owners and employees in Dar es salaam city, Iringa region and Rukwa region where geographical stratified sampling was used to ensure representativeness of the sample from the heterogonous population to form homogeneous group followed by simple random sampling technique which was used to draw a sample of 265 respondents for quantitative data and purposive sampling technique was used to pick sample for qualitative data. Factor analysis was used to ensure construct validity of the proposed conceptual model in this study while Cronbach's alpha was used to test the suitability of research instrument used in collecting data for the study. Structure equation modeling method was used to test hypothesis on the factors influencing adoption of social media networking among SME in Tanzania tourism sector. Findings using SEM revealed that organization context and environmental context are significantly influencing adoption of social media networking adoption while technology context was found to be insignificant factor. This study recommended that in order SMEs to continuously be competitive in this global and dynamic market they should continue to adopt the use of social media networking as a tool to capture more customers worldwide.

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Section: Technological Context (Tc) and Adoption (Ad)mentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Small and Medium Tourist Enterprises and Social Media Adoption: Empirical Evidence from Tanzanian Tourism Sector

Ndekwa¹,

Katunzi²

2016

IJBM

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“…Various studies have identified factors considered to be prerequisites for adopting and deploying e-Marketing innovation in an organization. The impact of e-Marketing on firm's performance and profitability in developed and developing countries have led to a lot of research in the literature on the influences of its adoption by firms (Dlodlo and Dhurup, 2013). Notably, firms would only adopt and deploy technologies that are in harmony to their line of business and such technologies would have to offer relative benefits (Rashid and Al-Qirim, 2001).…”

Section: Empirical Literatures Of the Studymentioning

confidence: 99%

The Dynamics for the Adoption of Electronic Marketing Innovation among Nigerian Manufacturing Firms

Olomu¹,

Ajao²,

Atoyebi³

et al. 2016

AIMS Research Journal

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The emergence of e-Marketing innovation as a new communication tool is increasing globally and it provides exceptional opportunities for firms to enjoy improved sales, performance and competitiveness in the market place. The Nigerian manufacturing sector has in recent times placed much importance on innovative marketing for stimulating firm's efficiency and accomplishing a sustainable development, but firms' decisions to adopt and deploy e-Marketing innovation are conceptually based on organizational, technological, environmental and behavioural factors which could either influence or impede its adoption. This study measured the relationships between e-Marketing innovation and key factors influencing its adoption among the Nigerian manufacturing firms, while major interactions among these factors were also examined using appropriate statistical methods. Furthermore, the study ascertained the level disparity among factors determining e-Marketing adoption. It was found that firms' decisions to adopt e-Marketing innovation were primarily driven by the availability of financial resources, external pressure, cost of technology and market acceptability of e-Marketing services. They were discovered to be more significant and dominant factors for e-Marketing adoption. The study recommends that e-Marketing adoption by firms should embrace sustainable strategies such as strategic planning, need assessment/analysis, substantial financial resources and focus driven investment decisions.

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“…The scale used for innovation was proposed by Pinzón (2009), which considers four dimensions: product innovation; processes innovation; marketing innovation; and organization innovation with a total of 27 items. The scale used for digital marketing was developed by Dlodlo & Dhurup (2013), which include five dimensions: perceived ease of use; external pressure and goal; job performance; availability of resources; and compatibility with a total of 13 items. Both measurements scales are based on a Likert-type scale of five positions from "1 = completely disagree to 5 = completely agree" as limits.…”

Section: Methodsmentioning

confidence: 99%

Innovation and Digital Marketing Adoption in Mexican Small Business

Noyola-Medina¹,

Castro²,

Maldonado-Guzmán³

2018

JMS

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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.

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Drivers of E-Marketing Adoption among Small and Medium Enterprises (SMEs) and Variations with Age of Business Owners

Cited by 17 publications

References 61 publications

Small and Medium Tourist Enterprises and Social Media Adoption: Empirical Evidence from Tanzanian Tourism Sector

Small and Medium Tourist Enterprises and Social Media Adoption: Empirical Evidence from Tanzanian Tourism Sector

The Dynamics for the Adoption of Electronic Marketing Innovation among Nigerian Manufacturing Firms

Innovation and Digital Marketing Adoption in Mexican Small Business

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