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Factors Affecting Digital Marketing Adoption in Small Service-Oriented Businesses.

Record Type:	Language materials, manuscript : Monograph/item
Title/Author:	Factors Affecting Digital Marketing Adoption in Small Service-Oriented Businesses./
Author:	Harner-Morrill, Heidi Melanie.
Description:	1 online resource (197 pages)
Notes:	Source: Dissertations Abstracts International, Volume: 85-06, Section: A.
Contained By:	Dissertations Abstracts International85-06A.
Subject:	Web studies. -
Online resource:	click for full text (PQDT)
ISBN:	9798381185904

Factors Affecting Digital Marketing Adoption in Small Service-Oriented Businesses.
Harner-Morrill, Heidi Melanie.

Factors Affecting Digital Marketing Adoption in Small Service-Oriented Businesses. - 1 online resource (197 pages)

Source: Dissertations Abstracts International, Volume: 85-06, Section: A.

Thesis (D.B.A.)--Northcentral University, 2023.

Includes bibliographical references

The problem addressed in this study was the lack of digital marketing use by small service-oriented businesses. This quantitative, nonexperimental, correlational, survey-based study examined how small businesses in North Carolina, South Carolina, and Georgia use digital marketing and how owner-manager attitudes toward digital marketing and their level of technology acceptance may have influenced their adoption of digital marketing. This study used the technology acceptance model (TAM) as the theoretical framework, and the population included owner-managers of small heating, ventilation, and air-conditioning (HVAC) companies in South Carolina, North Carolina, and Georgia. The study participants were owners or managers of HVAC companies with fewer than 500 employees and annual revenues below $19 million, chosen using a systematic cross-sectional sample. The confidential Qualtrics web-based survey used questions from previous TAM research modified to fit digital marketing technology adoption. This study used the TAM model because it is readily generalizable to larger populations. The survey responses were analyzed using Pearson's correlation (r). The research questions in this study examined the correlation between owner-manager attitudes (AT) toward digital marketing strategy, their level of technology acceptance as defined by perceived usefulness (PU), perceived ease of use (PEOU), and perceived resource limitations (PR) that have influenced the adoption of digital marketing. The results showed strong correlations between the various TAM constructs and the small business owner-manager's use of digital marketing. Participants exhibited a positive attitude when they perceived the technology as easy to use. The results also showed strong correlations between an owner-manager's PU and PEOU of digital marketing and their adoption of digital marketing. The results indicated the strongest correlation between the owner-manager's PR and digital marketing use, surpassing PU, PEOU, and AT. Finally, the demographic segment of African American owner-managers above age 35 showed the strongest propensity to adopt digital marketing, based on their responses for the factors PU, PEOU, AT, BI, and PR. This contradicts previous research that determined race was not a factor in Internet technology adoption.

Electronic reproduction.
Ann Arbor, Mich. :
ProQuest,
2024

Mode of access: World Wide Web

ISBN: 9798381185904Subjects--Topical Terms:

1148502
Web studies.
Subjects--Index Terms:

Digital marketingIndex Terms--Genre/Form:

554714
Electronic books.

Factors Affecting Digital Marketing Adoption in Small Service-Oriented Businesses.
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