Title: Understanding digital marketing adoption by start-up companies in India: through an integrated technology acceptance model and theory of planned behaviour framework

Authors: Sarika Sharma

Addresses: Symbiosis Institute of Computer Studies and Research, Symbiosis International (Deemed University), Model Colony, Pune, 411016, India

Abstract: Start-ups although small, but are great contributors in any economy. Marketing being essential function for their survival, the study aims to examine the use of digital marketing by start-up companies in India using two models TPB and TAM. The proposed conceptual theoretical model is being tested empirically using a data comprises of 282 founders/owners of start-up companies, collected through structures questionnaire. Confirmatory factor analysis (CFA) is carried out for model fitness and structural equation modelling for path regression analysis. The results of the study are presented in the later sections. The suggestions will help start-ups for adoption of digital marketing for their businesses and will give some meaningful insights to the strategy formulation for marketing by start-ups. This study makes valuable contribution towards the theoretical aspect of digital marketing, specifically with respect to start-ups.

Keywords: digital marketing; start-ups; theory of planned behaviour; TPB; adoption intention; technology acceptance model; TAM; India.

DOI: 10.1504/IJBIS.2024.141335

International Journal of Business Information Systems, 2024 Vol.46 No.4, pp.435 - 459

Received: 22 Jul 2020
Accepted: 20 May 2021
Published online: 09 Sep 2024 *

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