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Digital Marketing Adoption Factors In Algerian Small And Medium Enterprises: A Tam Approach

Author

Listed:
  • Hela DIOUANI

    (University of Djilali Liabes, Sidi Bel Abbes, Algeria)

  • Amel GRAA

    (University of Djilali Liabes, Sidi Bel Abbes, Algeria)

  • Khadidja BECHELAGHEM

    (University of Djilali Liabes, Sidi Bel Abbes, Algeria)

Abstract

The aim of this research work is to identify the determinants that influence the adoption of digital marketing in SMEs in Algeria. To achieve this aim and to test the conceptual model proposed in this research work which summarizes the relationships between all the variables, a quantitative approach was adopted. In order to test the research hypotheses, the researcher has adopted structural equation modeling with PLS approach. The results obtained indicate that accessibility indirectly influences the use of digital marketing through the two factors the perceived usefulness and the perceived ease of use. Besides, the cost of access and the saving time influence the use through the perceived usefulness factor; and subjective norms as a significant determinant influencing perceived ease of use. In contrast, the results of this study support technology acceptance theory (TAM) to explain the willingness to adopt digital marketing in SMEs.

Suggested Citation

  • Hela DIOUANI & Amel GRAA & Khadidja BECHELAGHEM, 2023. "Digital Marketing Adoption Factors In Algerian Small And Medium Enterprises: A Tam Approach," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(1), pages 134-150, May.
    • Handle: RePEc:aio:manmar:v:xxi:y:2023:i:1:p:134-150
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    More about this item

    Keywords

    digital marketing; adoption of new technologies; perceived usefulness; perceived ease of use; actual use;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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