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Critical factors influencing the adoption of digital marketing devices by service-oriented micro-businesses in Nigeria: A thematic analysis approach

Author

Listed:
  • Sunday C. Eze

    (Landmark University
    Landmark University)

  • Vera C. A. Chinedu-Eze

    (Michael Okpara University of Agriculture)

  • Clinton K. Okike

    (National College of Ireland)

  • Adenike O. Bello

    (Landmark University)

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.

Suggested Citation

  • Sunday C. Eze & Vera C. A. Chinedu-Eze & Clinton K. Okike & Adenike O. Bello, 2020. "Critical factors influencing the adoption of digital marketing devices by service-oriented micro-businesses in Nigeria: A thematic analysis approach," Palgrave Communications, Palgrave Macmillan, vol. 7(1), pages 1-14, December.
    • Handle: RePEc:pal:palcom:v:7:y:2020:i:1:d:10.1057_s41599-020-00580-1
    DOI: 10.1057/s41599-020-00580-1
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    2. Olusegun Sadiq & Dieu Hack-Polay & Ted Fuller & Mahfuzur Rahman, 2022. "Barriers to the Effective Integration of Developed ICT for SMEs in Rural NIGERIA," Businesses, MDPI, vol. 2(4), pages 1-26, November.
    3. Elena Popkova & Aleksei V. Bogoviz & Bruno S. Sergi, 2021. "Towards digital society management and ‘capitalism 4.0’ in contemporary Russia," Palgrave Communications, Palgrave Macmillan, vol. 8(1), pages 1-8, December.
    4. Emmanuel Bruce & Zhao Shurong & Du Ying & Meng Yaqi & John Amoah & Sulemana Bankuoru Egala, 2023. "The Effect of Digital Marketing Adoption on SMEs Sustainable Growth: Empirical Evidence from Ghana," Sustainability, MDPI, vol. 15(6), pages 1-24, March.
    5. Ali B. Mahmoud & Dieu Hack-Polay & Nicholas Grigoriou & Iris Mohr & Leonora Fuxman, 2021. "A generational investigation and sentiment and emotion analyses of female fashion brand users on Instagram in Sub-Saharan Africa," Journal of Brand Management, Palgrave Macmillan, vol. 28(5), pages 526-544, September.
    6. Melović, Boban & Jocović, Mijat & Dabić, Marina & Vulić, Tamara Backović & Dudic, Branislav, 2020. "The impact of digital transformation and digital marketing on the brand promotion, positioning and electronic business in Montenegro," Technology in Society, Elsevier, vol. 63(C).
    7. Robert Stefko & Radovan Bacik & Richard Fedorko & Maria Olearova, 2022. "Gender-generation characteristic in relation to the customer behavior and purchasing process in terms of mobile marketing," Oeconomia Copernicana, Institute of Economic Research, vol. 13(1), pages 181-223, March.
    8. Sunday C. Eze & Hart O. Awa & Vera C. A. Chinedu-Eze & Adenike O. Bello, 2021. "Demographic determinants of mobile marketing technology adoption by small and medium enterprises (SMEs) in Ekiti State, Nigeria," Palgrave Communications, Palgrave Macmillan, vol. 8(1), pages 1-11, December.

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