Critical Issues Facing SMEs’ Actors in the Adoption of Emerging Digital Marketing Technology (EDMT)
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 purposiv...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
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SAGE Publishing
2023-12-01
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| Series: | SAGE Open |
| Online Access: | https://doi.org/10.1177/21582440231214847 |
| _version_ | 1797384620900089856 |
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| author | Sunday C. Eze Vera C. Chinedu-Eze Hart O. Awa Sandra I. Diarah |
| author_facet | Sunday C. Eze Vera C. Chinedu-Eze Hart O. Awa Sandra I. Diarah |
| author_sort | Sunday C. Eze |
| collection | DOAJ |
| description | 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. |
| first_indexed | 2024-03-08T21:38:17Z |
| format | Article |
| id | doaj.art-8abcc8e8df88488da54cc5e1cb6d5a10 |
| institution | Directory Open Access Journal |
| issn | 2158-2440 |
| language | English |
| last_indexed | 2024-03-08T21:38:17Z |
| publishDate | 2023-12-01 |
| publisher | SAGE Publishing |
| record_format | Article |
| series | SAGE Open |
| spelling | doaj.art-8abcc8e8df88488da54cc5e1cb6d5a102023-12-20T16:06:38ZengSAGE PublishingSAGE Open2158-24402023-12-011310.1177/21582440231214847Critical Issues Facing SMEs’ Actors in the Adoption of Emerging Digital Marketing Technology (EDMT)Sunday C. Eze0Vera C. Chinedu-Eze1Hart O. Awa2Sandra I. Diarah3University of Bedfordshire, UKUniversrity of Agriculture, Umudike, NigeriaUniversity of Port-Harcourt, NigeriaBowen University, Iwo, NigeriaThis 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.https://doi.org/10.1177/21582440231214847 |
| spellingShingle | Sunday C. Eze Vera C. Chinedu-Eze Hart O. Awa Sandra I. Diarah Critical Issues Facing SMEs’ Actors in the Adoption of Emerging Digital Marketing Technology (EDMT) SAGE Open |
| title | Critical Issues Facing SMEs’ Actors in the Adoption of Emerging Digital Marketing Technology (EDMT) |
| title_full | Critical Issues Facing SMEs’ Actors in the Adoption of Emerging Digital Marketing Technology (EDMT) |
| title_fullStr | Critical Issues Facing SMEs’ Actors in the Adoption of Emerging Digital Marketing Technology (EDMT) |
| title_full_unstemmed | Critical Issues Facing SMEs’ Actors in the Adoption of Emerging Digital Marketing Technology (EDMT) |
| title_short | Critical Issues Facing SMEs’ Actors in the Adoption of Emerging Digital Marketing Technology (EDMT) |
| title_sort | critical issues facing smes actors in the adoption of emerging digital marketing technology edmt |
| url | https://doi.org/10.1177/21582440231214847 |
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