DIGITAL MARKETING ADOPTION FACTORS IN ALGERIAN SMALL AND MEDIUM ENTERPRISES: A TAM APPROACH
The aim of this research work is to identify the determinants that influence the adoption of digital marketing in SMEs in Algeria. To achieve this aim and to test the conceptual model proposed in this research work which summarizes the relationships between all the variables, a quantitative approach...
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| Format: | Article |
| Language: | English |
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Universitaria Press Craiova
2023-05-01
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| Series: | Management & Marketing |
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| author | Hela DIOUANI Amel GRAA Khadidja BECHELAGHEM |
| author_facet | Hela DIOUANI Amel GRAA Khadidja BECHELAGHEM |
| author_sort | Hela DIOUANI |
| collection | DOAJ |
| description | The aim of this research work is to identify the determinants that influence the adoption of digital marketing in SMEs in Algeria. To achieve this aim and to test the conceptual model proposed in this research work which summarizes the relationships between all the variables, a quantitative approach was adopted. In order to test the research hypotheses, the researcher has adopted structural equation modeling with PLS approach. The results obtained indicate that accessibility indirectly influences the use of digital marketing through the two factors the perceived usefulness and the perceived ease of use. Besides, the cost of access and the saving time influence the use through the perceived usefulness factor; and subjective norms as a significant determinant influencing perceived ease of use. In contrast, the results of this study support technology acceptance theory (TAM) to explain the willingness to adopt digital marketing in SMEs. |
| format | Article |
| id | doaj-art-2cc1ecf12bb046779c0dcf7247d2efab |
| institution | Kabale University |
| issn | 1841-2416 |
| language | English |
| publishDate | 2023-05-01 |
| publisher | Universitaria Press Craiova |
| record_format | Article |
| series | Management & Marketing |
| spelling | doaj-art-2cc1ecf12bb046779c0dcf7247d2efab2025-02-10T09:35:39ZengUniversitaria Press CraiovaManagement & Marketing1841-24162023-05-01XXI1134150DOI:10.52846/MNMK.21.1.08DIGITAL MARKETING ADOPTION FACTORS IN ALGERIAN SMALL AND MEDIUM ENTERPRISES: A TAM APPROACHHela DIOUANI0https://orcid.org/0000-0002-0268-6769Amel GRAA1https://orcid.org/0000-0002-9593-2446Khadidja BECHELAGHEM2https://orcid.org/0000-0003-1825-9670University of Djilali Liabes, Sidi Bel Abbes, AlgeriaUniversity of Djilali Liabes, Sidi Bel Abbes, AlgeriaUniversity of Djilali Liabes, Sidi Bel Abbes, AlgeriaThe aim of this research work is to identify the determinants that influence the adoption of digital marketing in SMEs in Algeria. To achieve this aim and to test the conceptual model proposed in this research work which summarizes the relationships between all the variables, a quantitative approach was adopted. In order to test the research hypotheses, the researcher has adopted structural equation modeling with PLS approach. The results obtained indicate that accessibility indirectly influences the use of digital marketing through the two factors the perceived usefulness and the perceived ease of use. Besides, the cost of access and the saving time influence the use through the perceived usefulness factor; and subjective norms as a significant determinant influencing perceived ease of use. In contrast, the results of this study support technology acceptance theory (TAM) to explain the willingness to adopt digital marketing in SMEs.digital marketingadoption of new technologiesperceived usefulnessperceived ease of useactual use. |
| spellingShingle | Hela DIOUANI Amel GRAA Khadidja BECHELAGHEM DIGITAL MARKETING ADOPTION FACTORS IN ALGERIAN SMALL AND MEDIUM ENTERPRISES: A TAM APPROACH Management & Marketing digital marketing adoption of new technologies perceived usefulness perceived ease of use actual use. |
| title | DIGITAL MARKETING ADOPTION FACTORS IN ALGERIAN SMALL AND MEDIUM ENTERPRISES: A TAM APPROACH |
| title_full | DIGITAL MARKETING ADOPTION FACTORS IN ALGERIAN SMALL AND MEDIUM ENTERPRISES: A TAM APPROACH |
| title_fullStr | DIGITAL MARKETING ADOPTION FACTORS IN ALGERIAN SMALL AND MEDIUM ENTERPRISES: A TAM APPROACH |
| title_full_unstemmed | DIGITAL MARKETING ADOPTION FACTORS IN ALGERIAN SMALL AND MEDIUM ENTERPRISES: A TAM APPROACH |
| title_short | DIGITAL MARKETING ADOPTION FACTORS IN ALGERIAN SMALL AND MEDIUM ENTERPRISES: A TAM APPROACH |
| title_sort | digital marketing adoption factors in algerian small and medium enterprises a tam approach |
| topic | digital marketing adoption of new technologies perceived usefulness perceived ease of use actual use. |
| work_keys_str_mv | AT heladiouani digitalmarketingadoptionfactorsinalgeriansmallandmediumenterprisesatamapproach AT amelgraa digitalmarketingadoptionfactorsinalgeriansmallandmediumenterprisesatamapproach AT khadidjabechelaghem digitalmarketingadoptionfactorsinalgeriansmallandmediumenterprisesatamapproach |