Eze, Sunday C. and Chinedu-Eze, Vera C. A. and Okike, Clinton K. and Bello, Adenike O. (2020) Critical factors influencing the adoption of digital marketing devices by service-oriented micro-businesses in Nigeria: A thematic analysis approach. Humanities and Social Sciences Communications (90). pp. 1-14.
![[thumbnail of 27.pdf]](https://tudr.org/style/images/fileicons/text.png)
Text
27.pdf - Published Version
Available under License Creative Commons Attribution.
Download (958kB)
Abstract
This paper examines critical success factors shaping the adoption of digital marketing devices (DMD) by micro-businesses. The study adopted a qualitative approach. Both unstructured and semi-structured interviews were conducted with a total of 26 micro-businesses drawn purposefully from the online database and underpinned by technology, organisation and
environment (TOE) framework. This helped to unravel 14 critical success factors influencing the adoption of DMD by micro-businesses in Nigeria. These factors include functional capability, adaptive capacity and expandability which are related to technology context. Collective understanding, degree of partnership and diversity of information are linked to the organisation context while the level of training, quality of service delivery, customer fulfilment and intense competition are associated with environmental context. The study expanded the TOE framework by unravelling the impact expectancy context which is associated with
factors, such as budget, business expansion, diversity and return on investment. This study will be of importance to academics and practitioners because it provides further awareness into DMD adoption framework, factors critical to the DMD adoption and may assist in reducing the number of resources spent in search of information aimed at helping DMD adoption by micro-businesses.
| Item Type: | Article |
|---|---|
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Depositing User: | Dr Sunday C. Eze |
| Date Deposited: | 23 Mar 2022 15:19 |
| Last Modified: | 23 Mar 2022 15:19 |
| URI: | https://tudr.org/id/eprint/33 |
Actions (login required)
- View Item
CORE (COnnecting REpositories)
CORE (COnnecting REpositories)