Title: Extending the reach of small-medium enterprises through new-age marketing technologies: drivers of adoption and their impact on business performance

Authors: Amiri Mdoe Amiri; Bijay Prasad Kushwaha; Amitabh Mishra

Addresses: University School of Business, Chandigarh University, Mohali, 140413, Punjab, India ' VIT Business School, Vellore Institute of Technology, Vellore, 632014, Tamil Nadu, India ' University School of Business, Chandigarh University, Mohali, 140413, Punjab, India

Abstract: The study aims to inspect the forces of new-age marketing technology adoption for organisational communication and its impacts on the performance of small-medium enterprises (SMEs). It also provides a scale to measure the role of various forces of digital marketing adoption (DMA) by SMEs and its impacts on business performance. The study deliberates the constructs of TAM, digital capabilities, and government roles and moderating effects of gender and knowledge of owner-managers of SMEs. The 652 owner-managers of SMEs were interviewed using an adopted scale derived from existing literature, tested through two-stage pilot studies, and validated using reliability measures. The findings suggest that the knowledge and skills of decision makers, economic benefits, feasibility of implementation, and government schemes and supports have a significant positive role in the adoption of new-age organisational communication technologies. Further, adoption and implementation of new-age marketing technologies significantly increase both sales volume and customer retention.

Keywords: new-age marketing technologies; DMA; digital marketing adoption; small enterprises; digital capabilities; business performance.

DOI: 10.1504/IJTE.2024.137529

International Journal of Technoentrepreneurship, 2024 Vol.5 No.1, pp.26 - 48

Received: 21 Aug 2023
Accepted: 08 Oct 2023
Published online: 22 Mar 2024 *

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