DIGITAL MARKETING ADOPTION FACTORS IN ALGERIAN SMALL AND MEDIUM ENTERPRISES: A TAM APPROACH

Hela Diouani, Amel Graa and Khadidja Bechelaghem
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Hela Diouani: University of Djilali Liabes, Sidi Bel Abbes, Algeria
Amel Graa: University of Djilali Liabes, Sidi Bel Abbes, Algeria
Khadidja Bechelaghem: University of Djilali Liabes, Sidi Bel Abbes, Algeria

Management and Marketing Journal, 2023, vol. XXI, issue 1, 134-150

Abstract: The aim of this research work is to identify the determinants that influence the adoption of digital marketing in SMEs in Algeria. To achieve this aim and to test the conceptual model proposed in this research work which summarizes the relationships between all the variables, a quantitative approach was adopted. In order to test the research hypotheses, the researcher has adopted structural equation modeling with PLS approach. The results obtained indicate that accessibility indirectly influences the use of digital marketing through the two factors the perceived usefulness and the perceived ease of use. Besides, the cost of access and the saving time influence the use through the perceived usefulness factor; and subjective norms as a significant determinant influencing perceived ease of use. In contrast, the results of this study support technology acceptance theory (TAM) to explain the willingness to adopt digital marketing in SMEs.

Keywords: digital marketing; adoption of new technologies; perceived usefulness; perceived ease of use; actual use (search for similar items in EconPapers)
JEL-codes: M30 M31 (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:aio:manmar:v:xxi:y:2023:i:1:p:134-150

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