Critical factors influencing the adoption of digital marketing devices by service-oriented micro-businesses in Nigeria: A thematic analysis approach
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...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Springer Nature
2020-09-01
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| Series: | Humanities & Social Sciences Communications |
| Online Access: | https://doi.org/10.1057/s41599-020-00580-1 |