Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

Extending the reach of small-medium enterprises through new-age marketing technologies: drivers of adoption and their impact on business performance

Extending the reach of small-medium enterprises through new-age marketing technologies: drivers... The study aims to inspect the forces of new-age marketing technology adoption for organisational communication and its impacts on the performance of small-medium enterprises (SMEs). It also provides a scale to measure the role of various forces of digital marketing adoption (DMA) by SMEs and its impacts on business performance. The study deliberates the constructs of TAM, digital capabilities, and government roles and moderating effects of gender and knowledge of owner-managers of SMEs. The 652 owner-managers of SMEs were interviewed using an adopted scale derived from existing literature, tested through two-stage pilot studies, and validated using reliability measures. The findings suggest that the knowledge and skills of decision makers, economic benefits, feasibility of implementation, and government schemes and supports have a significant positive role in the adoption of new-age organisational communication technologies. Further, adoption and implementation of new-age marketing technologies significantly increase both sales volume and customer retention. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Technoentrepreneurship Inderscience Publishers

Extending the reach of small-medium enterprises through new-age marketing technologies: drivers of adoption and their impact on business performance

Loading next page...
 
/lp/inderscience-publishers/extending-the-reach-of-small-medium-enterprises-through-new-age-20vzwImhl8

References (0)

References for this paper are not available at this time. We will be adding them shortly, thank you for your patience.

Publisher
Inderscience Publishers
Copyright
Copyright © Inderscience Enterprises Ltd
ISSN
1746-5370
eISSN
1746-5389
DOI
10.1504/ijte.2024.137529
Publisher site
See Article on Publisher Site

Abstract

The study aims to inspect the forces of new-age marketing technology adoption for organisational communication and its impacts on the performance of small-medium enterprises (SMEs). It also provides a scale to measure the role of various forces of digital marketing adoption (DMA) by SMEs and its impacts on business performance. The study deliberates the constructs of TAM, digital capabilities, and government roles and moderating effects of gender and knowledge of owner-managers of SMEs. The 652 owner-managers of SMEs were interviewed using an adopted scale derived from existing literature, tested through two-stage pilot studies, and validated using reliability measures. The findings suggest that the knowledge and skills of decision makers, economic benefits, feasibility of implementation, and government schemes and supports have a significant positive role in the adoption of new-age organisational communication technologies. Further, adoption and implementation of new-age marketing technologies significantly increase both sales volume and customer retention.

Journal

International Journal of TechnoentrepreneurshipInderscience Publishers

Published: Jan 1, 2024

There are no references for this article.