Critical factors influencing the adoption of digital marketing devices by service-oriented micro-businesses in Nigeria: A thematic analysis approach

Eze, Sunday C., Chinedu Eze, Vera C. A., Okike, Clinton A. and Bello, Adenike O. (2020) Critical factors influencing the adoption of digital marketing devices by service-oriented micro-businesses in Nigeria: A thematic analysis approach. Humanities and Social Sciences Communications, 7 (1). ISSN 2662-9992

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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.

Item Type:	Article
Additional Information:	This article is licensed under a Creative Commons Attribution 4.0 International License, which permits use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license, and indicate if changes were made. The images or other third party material in this article are included in the article’s Creative Commons license, unless indicated otherwise in a credit line to the material. If material is not included in the article’s Creative Commons license and your intended use is not permitted by statutory regulation or exceeds the permitted use, you will need to obtain permission directly from the copyright holder. To view a copy of this license, visit http://creativecommons.org/licenses/by/4.0/.
Subjects:	H Social Sciences > HF Commerce > Marketing H Social Sciences > HD Industries. Land use. Labor > Small Business Sector
Divisions:	School of Business
Depositing User:	Tamara Malone
Date Deposited:	12 Jun 2025 13:57
Last Modified:	12 Jun 2025 13:57
URI:	https://norma.ncirl.ie/id/eprint/7832

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