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Critical factors influencing the adoption of digital marketing devices by service-oriented micro-businesses in Nigeria: A thematic analysis approach

Business

Critical factors influencing the adoption of digital marketing devices by service-oriented micro-businesses in Nigeria: A thematic analysis approach

S. C. Eze, V. C. A. Chinedu-eze, et al.

This groundbreaking research explores the essential factors driving the adoption of digital marketing devices among micro-businesses in Nigeria, revealing key insights for improved strategies and resource allocation. The study, conducted by Sunday C. Eze, Vera C. A. Chinedu-Eze, Clinton K. Okike, and Adenike O. Bello, introduces a significant addition to the TOE framework, highlighting immediate benefits such as cost reduction and business expansion.

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Playback language: English
Abstract
This paper investigates the critical success factors influencing the adoption of digital marketing devices (DMD) by micro-businesses in Nigeria using a qualitative approach. Semi-structured and unstructured interviews with 26 micro-businesses identified 14 critical factors, categorized under technology, organization, environment, and impact expectancy. The study extends the TOE framework by incorporating impact expectancy, revealing that DMD adoption is driven by immediate positive impacts like cost reduction, business expansion, and return on investment. The findings provide insights for academics and practitioners to improve DMD adoption strategies and resource allocation.
Publisher
Humanities & Social Sciences Communications
Published On
Sep 09, 2020
Authors
Sunday C. Eze, Vera C. A. Chinedu-Eze, Clinton K. Okike, Adenike O. Bello
Tags
digital marketing
micro-businesses
Nigeria
TOE framework
adoption factors
impact expectancy
cost reduction

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