skip to main content
Language:
Search Limited to: Search Limited to: Resource type Show Results with: Show Results with: Search type Index

Do-it-yourself Marketing and Digital Marketing Adoption: Evidence from a Developing Country

Business Systems Research, 2021-12, Vol.12 (2), p.1-16 [Peer Reviewed Journal]

2021. This work is published under http://creativecommons.org/licenses/by/4.0 (the “License”). Notwithstanding the ProQuest Terms and Conditions, you may use this content in accordance with the terms of the License. ;ISSN: 1847-9375 ;ISSN: 1847-8344 ;EISSN: 1847-9375 ;DOI: 10.2478/bsrj-2021-0016

Full text available

Citations Cited by
  • Title:
    Do-it-yourself Marketing and Digital Marketing Adoption: Evidence from a Developing Country
  • Author: Emini, Adelina ; Merovci, Safet
  • Subjects: Business administration ; Developing countries ; Digital marketing ; DIY ; do-it-yourself ; Fast moving consumer goods ; impact ; LDCs ; M30 ; M31 ; Managers ; Marketing ; Multivariate statistical analysis ; Small & medium sized enterprises-SME ; Small business ; SMEs
  • Is Part Of: Business Systems Research, 2021-12, Vol.12 (2), p.1-16
  • Description: Digital marketing is a new form of business management and promotion, namely promoting services and products of (SMEs)small and medium enterprises. Despite the importance of digital marketing, SMEs in developing and post-transition countries still do not fully utilize the benefits of digital marketing. This study aims to analyse the DIY (do-it-yourself) model and the impact that this model has on digital marketing adoption. The online survey research was conducted among 194 SME managers in Kosovo. The proposed research model was analysed by partial least square structural equation modelling (PLS-SEM). Findings show that the degree of perception of ease of use impacts the process of digital marketing adoption. Moreover, the degree of control seems to be the most important factor impacting process of the digital marketing in SMEs. SMEs use DIY marketing and adopt digital marketing because this form of practicing marketing activities offers more control for companies in their marketing activities. In addition, perceived ease of use of technology facilitates the process of digital marketing adoption among SMEs. Finally, the study provides insights for managers and businesses using DIY marketing and adopting the process of the digital marketing in SMEs.
  • Publisher: Zagreb: Sciendo
  • Language: English;Croatian
  • Identifier: ISSN: 1847-9375
    ISSN: 1847-8344
    EISSN: 1847-9375
    DOI: 10.2478/bsrj-2021-0016
  • Source: Walter De Gruyter: Open Access Journals
    ROAD: Directory of Open Access Scholarly Resources
    ProQuest Central
    DOAJ Directory of Open Access Journals
Back to results list
INSPIRE LIBRARY - TON DUC THANG UNIVERSITY (84-028) 37 755 057 Feedback
19 Nguyen Huu Tho St. Dist.7, HCM thuvien@tdtu.edu.vn

Copyright © 2017 INSPIRE LIBRARY - TON DUC THANG UNIVERSITY

Searching Remote Databases, Please Wait