<abstract xmlns="http://www.w3.org/1999/xhtml">

<bold>Background:</bold> Digital marketing is a new form of business management and promotion, namely promoting services and products of (SMEs)small and medium enterprises. Despite the importance of digital marketing, SMEs in developing and post-transition countries still do not fully utilize the benefits of digital marketing.
<bold>Objectives:</bold> This study aims to analyse the DIY (do-it-yourself) model and the impact that this model has on digital marketing adoption.
<bold>Methods/Approach:</bold> The online survey research was conducted among 194 SME managers in Kosovo. The proposed research model was analysed by partial least square structural equation modelling (PLS-SEM).
<bold>Results:</bold> Findings show that the degree of perception of ease of use impacts the process of digital marketing adoption. Moreover, the degree of control seems to be the most important factor impacting process of the digital marketing in SMEs.
<bold>Conclusions:</bold> SMEs use DIY marketing and adopt digital marketing because this form of practicing marketing activities offers more control for companies in their marketing activities. In addition, perceived ease of use of technology facilitates the process of digital marketing adoption among SMEs. Finally, the study provides insights for managers and businesses using DIY marketing and adopting the process of the digital marketing in SMEs.
</abstract>

Background: Digital marketing is a new form of business management and promotion, namely promoting services and products of (SMEs)small and medium enterprises. Despite the importance of digital marketing, SMEs in developing and post-transition countries still do not fully utilize the benefits of digital marketing.
Objectives: This study aims to analyse the DIY (do-it-yourself) model and the impact that this model has on digital marketing adoption.
Methods/Approach: The online survey research was conducted among 194 SME managers in Kosovo. The proposed research model was analysed by partial least square structural equation modelling (PLS-SEM).
Results: Findings show that the degree of perception of ease of use impacts the process of digital marketing adoption. Moreover, the degree of control seems to be the most important factor impacting process of the digital marketing in SMEs.
Conclusions: SMEs use DIY marketing and adopt digital marketing because this form of practicing marketing activities offers more control for companies in their marketing activities. In addition, perceived ease of use of technology facilitates the process of digital marketing adoption among SMEs. Finally, the study provides insights for managers and businesses using DIY marketing and adopting the process of the digital marketing in SMEs.

Do-it-yourself Marketing and Digital Marketing Adoption: Evidence from a Developing Country

Business Systems Research Journal

This work is licensed under the Creative Commons Attribution 4.0 International License.

Background: Digital marketing is a new form of business management and promotion, namely promoting services and products of (SMEs)small and medium enterprises....

Do-it-yourself Marketing and Digital Marketing Adoption: Evidence from a Developing Country

Published Online: Apr 10, 2022

Page range: 1 - 16

Received: Jul 28, 2021

Accepted: Oct 09, 2021

DOI: https://doi.org/10.2478/bsrj-2021-0016

Keywords
DIY, do-it-yourself, digital marketing, impact, SMEs

© 2021 Adelina Emini et al., published by Sciendo

This work is licensed under the Creative Commons Attribution 4.0 International License.

Do-it-yourself Marketing and Digital Marketing Adoption: Evidence from a Developing Country

Published Online: Apr 10, 2022

Page range: 1 - 16

Received: Jul 28, 2021

Accepted: Oct 09, 2021

DOI: https://doi.org/10.2478/bsrj-2021-0016

KeywordsDIY, do-it-yourself, digital marketing, impact, SMEs

© 2021 Adelina Emini et al., published by Sciendo

This work is licensed under the Creative Commons Attribution 4.0 International License.

Keywords
DIY, do-it-yourself, digital marketing, impact, SMEs