Factors Affecting Digital Marketing Adoption in Pakistani Small and Medium Enterprises
<i>Background:</i> A substantial portion of the world’s population owns and utilizes computers and mobile devices, contributing to the rapid expansion of digital advertising. Marketers swiftly recognized the communicative benefits of social media platforms like Facebook, YouTube, Twitter...
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| Format: | Article |
| Language: | English |
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MDPI AG
2023-07-01
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| Series: | Logistics |
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| Online Access: | https://www.mdpi.com/2305-6290/7/3/41 |
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| author | Ihsan Ullah Muhammad Khan Dilshodjon Alidjonovich Rakhmonov Kalonov Mukhiddin Bakhritdinovich Julija Jacquemod Junghan Bae |
| author_facet | Ihsan Ullah Muhammad Khan Dilshodjon Alidjonovich Rakhmonov Kalonov Mukhiddin Bakhritdinovich Julija Jacquemod Junghan Bae |
| author_sort | Ihsan Ullah |
| collection | DOAJ |
| description | <i>Background:</i> A substantial portion of the world’s population owns and utilizes computers and mobile devices, contributing to the rapid expansion of digital advertising. Marketers swiftly recognized the communicative benefits of social media platforms like Facebook, YouTube, Twitter, Instagram, Snapchat, Pinterest, and LinkedIn. Considering the importance of social media platforms and digital modes of marketing, it is considered especially significant for small firms to integrate these platforms into their business strategies in order to improve performance. <i>Methods:</i> Based on this aim, this study collected data from 363 owners/managers of SMEs in Pakistan. Structural equation modeling is used to check the hypothesized model of the study. <i>Results:</i> The results show that compatibility, owner/manager support, employee IT skills, financial cost, government policies, and social influence significantly affect adoption of digital marketing by SMEs in Pakistan. <i>Conclusions:</i> Furthermore, digital marketing also positively affects SME performance. This paper discusses the study’s findings as well as managerial and academic implications, including its limitations and future research avenues. |
| format | Article |
| id | doaj-art-4acf3b79140b47e58d6a4437dd492625 |
| institution | DOAJ |
| issn | 2305-6290 |
| language | English |
| publishDate | 2023-07-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Logistics |
| spelling | doaj-art-4acf3b79140b47e58d6a4437dd4926252025-08-20T02:53:03ZengMDPI AGLogistics2305-62902023-07-01734110.3390/logistics7030041Factors Affecting Digital Marketing Adoption in Pakistani Small and Medium EnterprisesIhsan Ullah0Muhammad Khan1Dilshodjon Alidjonovich Rakhmonov2Kalonov Mukhiddin Bakhritdinovich3Julija Jacquemod4Junghan Bae5Institute of Business Studies and Leadership, Abdul Wali Khan University Mardan, Mardan 23200, PakistanInstitute of Business Studies and Leadership, Abdul Wali Khan University Mardan, Mardan 23200, PakistanBanking and Finance Academy of the Republic of Uzbekistan, Tashkent 100000, UzbekistanDSc in Economics, Department of Finance and Accounting, Tashkent State University of Economics, Tashkent 100066, UzbekistanDepartment of Business, RISEBA University, LV-1048 Riga, LatviaDepartment of International Economics and Business, Yeungnam University, Gyeongsan 38541, Republic of Korea<i>Background:</i> A substantial portion of the world’s population owns and utilizes computers and mobile devices, contributing to the rapid expansion of digital advertising. Marketers swiftly recognized the communicative benefits of social media platforms like Facebook, YouTube, Twitter, Instagram, Snapchat, Pinterest, and LinkedIn. Considering the importance of social media platforms and digital modes of marketing, it is considered especially significant for small firms to integrate these platforms into their business strategies in order to improve performance. <i>Methods:</i> Based on this aim, this study collected data from 363 owners/managers of SMEs in Pakistan. Structural equation modeling is used to check the hypothesized model of the study. <i>Results:</i> The results show that compatibility, owner/manager support, employee IT skills, financial cost, government policies, and social influence significantly affect adoption of digital marketing by SMEs in Pakistan. <i>Conclusions:</i> Furthermore, digital marketing also positively affects SME performance. This paper discusses the study’s findings as well as managerial and academic implications, including its limitations and future research avenues.https://www.mdpi.com/2305-6290/7/3/41digital marketingsmall and medium enterprise performancetechnological factorsorganizational factorsenvironmental factorspersonal factors |
| spellingShingle | Ihsan Ullah Muhammad Khan Dilshodjon Alidjonovich Rakhmonov Kalonov Mukhiddin Bakhritdinovich Julija Jacquemod Junghan Bae Factors Affecting Digital Marketing Adoption in Pakistani Small and Medium Enterprises Logistics digital marketing small and medium enterprise performance technological factors organizational factors environmental factors personal factors |
| title | Factors Affecting Digital Marketing Adoption in Pakistani Small and Medium Enterprises |
| title_full | Factors Affecting Digital Marketing Adoption in Pakistani Small and Medium Enterprises |
| title_fullStr | Factors Affecting Digital Marketing Adoption in Pakistani Small and Medium Enterprises |
| title_full_unstemmed | Factors Affecting Digital Marketing Adoption in Pakistani Small and Medium Enterprises |
| title_short | Factors Affecting Digital Marketing Adoption in Pakistani Small and Medium Enterprises |
| title_sort | factors affecting digital marketing adoption in pakistani small and medium enterprises |
| topic | digital marketing small and medium enterprise performance technological factors organizational factors environmental factors personal factors |
| url | https://www.mdpi.com/2305-6290/7/3/41 |
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