1. bookVolumen 12 (2021): Edición 2 (December 2021)
Detalles de la revista
License
Formato
Revista
eISSN
1847-9375
Primera edición
19 Sep 2012
Calendario de la edición
2 veces al año
Idiomas
Inglés
access type Acceso abierto

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

Publicado en línea: 10 Apr 2022
Volumen & Edición: Volumen 12 (2021) - Edición 2 (December 2021)
Páginas: 1 - 16
Recibido: 28 Jul 2021
Aceptado: 09 Oct 2021
Detalles de la revista
License
Formato
Revista
eISSN
1847-9375
Primera edición
19 Sep 2012
Calendario de la edición
2 veces al año
Idiomas
Inglés
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.

Keywords

JEL Classification

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