A theoretical analysis of digital marketing adoption by startups

S Teixeira, J Martins, F Branco, R Gonçalves… - Trends and Applications …, 2018 - Springer
… that traditional marketingadoption of digital marketing at the organizational level, the present
work aims at identifying the most relevant determinants for the adoption of digital marketing

The effect of digital marketing adoption on SMEs sustainable growth: Empirical evidence from Ghana

E Bruce, Z Shurong, D Ying, M Yaqi, J Amoah… - Sustainability, 2023 - mdpi.com
digital marketing adoption and … adoption of digital marketing on SMEs sustainable growth
through the lens of the theory of planned behavior. Focusing on the digital marketing adoption

Innovation and digital marketing adoption in Mexican small business

AM Noyola-Medina, SY Pinzón-Castro… - J. Mgmt. & …, 2018 - HeinOnline
… the variables of innovation and digital marketing focused in the … is to analyze the
adoption of digital marketing through the … sectors that used some digital marketing tools (Internet, …

Impact of E-commerce and digital marketing adoption on the financial and sustainability performance of MSMEs during the COVID-19 pandemic: An empirical study

J Gao, AB Siddik, S Khawar Abbas, M Hamayun… - Sustainability, 2023 - mdpi.com
… This study also postulates that digital marketing adoption drives sustainability in MSMEs.
Digital marketing can be considered a technological driver of a sustainable competitive edge, …

Factors affecting digital marketing adoption in Pakistani small and medium enterprises

I Ullah, M Khan, DA Rakhmonov, KM Bakhritdinovich… - Logistics, 2023 - mdpi.com
… : What role does digital marketing play in the performance … adoption of digital marketing
by Pakistani SMEs. The objectives of the research are (i) to examine what role digital marketing

Towards the adoption of machine learning-based analytical tools in digital marketing

A Miklosik, M Kuchta, N Evans, S Zak - Ieee Access, 2019 - ieeexplore.ieee.org
… in marketing, and; 4) the low level of adoption and utilization of the ML-driven analytical tools
in marketing … the deployment and adoption of the analytical ML tools in digital marketing. …

How market pressures and organizational readiness drive digital marketing adoption strategies' evolution in small and medium enterprises

J Su, Y Zhang, X Wu - Technological Forecasting and Social Change, 2023 - Elsevier
… First, the key question in this study is “How do SMEs dynamically adjust their digital marketing
technology adoption strategies to achieve a competitive advantage?” However, existing …

Size of business unit as a factor influencing adoption of digital marketing: Empirical analysis of SMEs operating in the central European market

F Pollák, P Markovič - Administrative Sciences, 2021 - mdpi.com
… that company size determines the degree of adopting digital marketing tools. In the selected
… the degree of adoption expressed by the willingness to invest in digital marketing was not …

4th industry revolution digital marketing adoption challenges in SMEs and its effect on customer responsiveness

SM Yong - Information Management and Business …, 2023 - ojs.amhinternational.com
… Although the benefits of DM adoption are not disputed, what specifically lacking is how
adopting 4IR digital marketing in SMEs affects their customer responsiveness. This question …

Adoption of digital marketing in agribusiness: A conceptual study

P Vasumathi, CJ Arun - Academy of Marketing Studies Journal, 2021 - search.proquest.com
… in marketing agro products. Therefore, this paper studies the perception of agri startups
towards adoption of digital marketing. First the paper explains the potentials that digital