Drivers of E-Marketing Adoption among Small and Medium Enterprises (SMEs) and Variations with Age of Business Owners

Nobukhosi Dlodlo; Manillal Dhurup

Authors

Nobukhosi Dlodlo Lecturer, Department of Marketing and Sport Management Faculty of Management Sciences, Vaal University of Technology Private Bag X021, Vanderbijlpark, 1900
Manillal Dhurup Executive Dean, Faculty of Management Sciences Vaal University of Technology, Private Bag X021, Vanderbijlpark, 1900

Abstract

In a knowledge society, organisations need to develop competitive advantages through the effective utilization of electronic marketing in order to succeed in markets. The study complements existing literature and research by examining factors that assist in the adoption of electronic marketing by SMEs. Primary data was collected using a quantitative research technique through the use of a structured questionnaire. A random sample of 123 SMEs were drawn randomly within the various municipal areas in the Vaal Triangle. Principal component analysis with Varimax rotation was employed to identify the factors pertaining to the drivers of e-marketing adoption among SMEs. A five-dimensional structure, pertinent to the understanding of SMEs decisions to adopt e-marketing technology was established. Perceived ease of use (PEOU), external pressure, mission, job performance, resource availability and compatibility were found to be significant drivers of e-marketing adoption. The analysis present marketers with strategies to amplify Internet technological adoption. It further provides insight for SME owners that may potentially influence the implementation of intervention strategies that support e-marketing adoption. A study on the potential influence of e-marketing on firm performance in emerging economies is a worthy area for future research.

DOI: 10.5901/mjss.2013.v4n14p53