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.

Sunday C. Eze, Vera C. A. Chinedu-Eze, Clinton K. Okike, Adenike O. Bello