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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. 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.
    3. 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.
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    5. Farouk Umar Kofar Naisa & Enjun Xia & Abubakar Sadiq Ibrahim & Adams Adeiza & Abdul Gaffar Khan, 2024. "The Effect of the Global Health Crisis on Organizational Marketing and Culture of Innovation," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 15(3), pages 15218-15242, September.
    6. 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.
    7. Istrefi-Jahja, Arta & Zeqiri, Jusuf, 2021. "The Impact of Digital Marketing and Digital Transformation on Brand Promotion and Brand Positioning in Kosovo's Enterprises," Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference (2021), Hybrid Conference, Zagreb, Croatia, in: Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference, Hybrid Conference, Zagreb, Croatia, 9-10 September 2021, pages 244-255, IRENET - Society for Advancing Innovation and Research in Economy, Zagreb.
    8. 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.
    9. 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.
    10. 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.
    11. 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).

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