Factors Affecting Digital Marketing Adoption in Pakistani Small and Medium Enterprises

Ihsan Ullah, Muhammad Khan (), Dilshodjon Alidjonovich Rakhmonov, Kalonov Mukhiddin Bakhritdinovich, Julija Jacquemod and Junghan Bae ()
Additional contact information
Ihsan Ullah: Institute of Business Studies and Leadership, Abdul Wali Khan University Mardan, Mardan 23200, Pakistan
Muhammad Khan: Institute of Business Studies and Leadership, Abdul Wali Khan University Mardan, Mardan 23200, Pakistan
Dilshodjon Alidjonovich Rakhmonov: Banking and Finance Academy of the Republic of Uzbekistan, Tashkent 100000, Uzbekistan
Kalonov Mukhiddin Bakhritdinovich: DSc in Economics, Department of Finance and Accounting, Tashkent State University of Economics, Tashkent 100066, Uzbekistan
Julija Jacquemod: Department of Business, RISEBA University, LV-1048 Riga, Latvia
Junghan Bae: Department of International Economics and Business, Yeungnam University, Gyeongsan 38541, Republic of Korea

Logistics, 2023, vol. 7, issue 3, 1-22

Abstract: Background: A substantial portion of the world’s population owns and utilizes computers and mobile devices, contributing to the rapid expansion of digital advertising. Marketers swiftly recognized the communicative benefits of social media platforms like Facebook, YouTube, Twitter, Instagram, Snapchat, Pinterest, and LinkedIn. Considering the importance of social media platforms and digital modes of marketing, it is considered especially significant for small firms to integrate these platforms into their business strategies in order to improve performance. Methods: Based on this aim, this study collected data from 363 owners/managers of SMEs in Pakistan. Structural equation modeling is used to check the hypothesized model of the study. Results: The results show that compatibility, owner/manager support, employee IT skills, financial cost, government policies, and social influence significantly affect adoption of digital marketing by SMEs in Pakistan. Conclusions: Furthermore, digital marketing also positively affects SME performance. This paper discusses the study’s findings as well as managerial and academic implications, including its limitations and future research avenues.

Keywords: digital marketing; small and medium enterprise performance; technological factors; organizational factors; environmental factors; personal factors (search for similar items in EconPapers)
JEL-codes: L8 L80 L81 L86 L87 L9 L90 L91 L92 L93 L98 L99 M1 M10 M11 M16 M19 R4 R40 R41 R49 (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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