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The Effect of Digital Marketing Adoption on SMEs Sustainable Growth: Empirical Evidence from Ghana

Author

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  • Emmanuel Bruce

    (School of Management and Economics, University of Electronic Science and Technology of China, Chengdu 611731, China
    Center for West Africa Studies, University of Electronic Science and Technology of China, Chengdu 611731, China)

  • Zhao Shurong

    (School of Public Affairs and Administration, University of Electronic Science and Technology of China, Chengdu 611731, China
    Center for West Africa Studies, University of Electronic Science and Technology of China, Chengdu 611731, China)

  • Du Ying

    (School of Public Affairs and Administration, University of Electronic Science and Technology of China, Chengdu 611731, China
    Center for West Africa Studies, University of Electronic Science and Technology of China, Chengdu 611731, China)

  • Meng Yaqi

    (School of Public Affairs and Administration, University of Electronic Science and Technology of China, Chengdu 611731, China
    Center for West Africa Studies, University of Electronic Science and Technology of China, Chengdu 611731, China)

  • John Amoah

    (Department of Business Administration, Faculty of Management and Economics, Tomas Bata University in Zlin, Mostni 5139, 76001 Zlin, Czech Republic)

  • Sulemana Bankuoru Egala

    (School of Management and Economics, University of Electronic Science and Technology of China, Chengdu 611731, China
    Center for West Africa Studies, University of Electronic Science and Technology of China, Chengdu 611731, China)

Abstract

Online presence is fast becoming a marketing hub for contemporary businesses. Often known as digital marketing, the phenomenon offers several opportunities to businesses. Small and medium enterprises (SMEs) are using their online presence to launch stern competitive promotions and interact with consumers. Against the backdrop of the stern competition, digital marketing is being utilized to drive sustainable strategies for SMEs. This study leverages the theory of planned behavior to explore the impact of digital marketing adoption on the sustainable growth of SMEs in Ghana. Using a structured questionnaire and SmartPLS version 3.3 for the data analysis, 533 owners/managers of SMEs in Ghana were drawn to administer the questionnaire. Our findings suggest that, while attitudes toward digital marketing did not influence the intention to use digital marketing, perceived behavior control and subjective norms were found to affect individuals’ intentions to use digital marketing. Additionally, the results proved a direct positive link between subjective norms and actual behavioral use of digital marketing. Finally, the relationship between the actual use of digital marketing and SMEs’ sustainable growth was also proven positive, affirming that digital marketing significantly improved the sustainable growth of SMEs in developing countries. This study contributes to the multiplicity of factors that influence the behavioral tendencies of managers of firms in their quest to adopt digital platforms to enhance their sustainable growth. The study’s results serve as guidelines for prospective adopters of digital platforms as they develop their sustainability strategies.

Suggested Citation

  • 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.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:6:p:4760-:d:1090506
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    2. Arsalan Ahmed & Sara Rashid & Norizan Mat Saad & Muhammad Waqas Rana & Ikhtiar Ahmed Khoso & Zeshan Ahmed, 2025. "The tech advantage: exploring technological determinants of social media marketing adoption in Pakistani small and medium startups," Journal of Innovation and Entrepreneurship, Springer, vol. 14(1), pages 1-20, December.
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    4. Aleksandr Ključnikov & Mehmet Civelek & Václav Kupec & Natálie Bruder Badie, 2025. "Breaking down entrepreneurial barriers: exploring the nexus of entrepreneurial behavior, innovation, and bank credit access through the lens of the theory of planned behavior," International Entrepreneurship and Management Journal, Springer, vol. 21(1), pages 1-35, December.
    5. Mehmet Civelek & Jaroslav Schönfeld & Aleksandr Ključnikov & Marek Csabay & Alberto Ferraris, 2025. "Cross-country differences in the role of innovation performance in the relationship between entrepreneurial intention and access to finance," International Entrepreneurship and Management Journal, Springer, vol. 21(1), pages 1-38, December.
    6. Kwabena Abrokwah-Larbi, 2024. "The nexus between customer value analytics and SME performance in emerging market: a resource-based view perspective," Journal of Global Entrepreneurship Research, Springer;UNESCO Chair in Entrepreneurship, vol. 14(1), pages 1-20, December.
    7. Abidin, Zainal & Rahmad, Virda Faradila & Hamid, Siti Ngayesah Ab & Anandya, Asyifa & Purwanti, Pudji & Sofiati, Dwi & Wardani, Mentari Puspa & Supriyadi, Supriadi, 2024. "Digital Marketing Strategy Development for Recovery Ecotourism Visit After COVID-19 Pandemic: A Comparison Study on BJBR and Kampung Blekok Mangrove Ecotourism, Indonesia," AGRIS on-line Papers in Economics and Informatics, Czech University of Life Sciences Prague, Faculty of Economics and Management, vol. 16(4), December.

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