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Critical Issues Facing SMEs’ Actors in the Adoption of Emerging Digital Marketing Technology (EDMT)

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  • Sunday C. Eze
  • Vera C. Chinedu-Eze
  • Hart O. Awa
  • Sandra I. Diarah

Abstract

This paper examines the ordeals actors of SMEs face in the adoption process of Emerging Digital Marketing Technology (EDMT). A conceptual framework was proposed to capture actors that participate in EMDT and the difficulties they (themselves) pose that hinder successful adoption. However, a purposive sample of 26 participants drawn from Crunch online database, Luton were interviewed on unstructured and semi-structured bases and analyzed using a thematic approach. The interviews on the problems were coded and classified based on the actors involved in the adoption process to extend the T-O-E framework. The findings revealed that while extant problems relate to the contexts of technology, organization, and environment, the extended T-O-E framework unraveled more critical problems that are linked to the in-grained human context. Implicit is that vendors should work on decision-makers, given that some of the adoption decisions are critically and continuously influenced by the actors.

Suggested Citation

  • Sunday C. Eze & Vera C. Chinedu-Eze & Hart O. Awa & Sandra I. Diarah, 2023. "Critical Issues Facing SMEs’ Actors in the Adoption of Emerging Digital Marketing Technology (EDMT)," SAGE Open, , vol. 13(4), pages 21582440231, December.
    • Handle: RePEc:sae:sagope:v:13:y:2023:i:4:p:21582440231214847
    DOI: 10.1177/21582440231214847
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    References listed on IDEAS

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