Adoption of Digital Marketing in Small and Medium Scale Enterprises

Abstract

In this era, economic growth is getting faster because of the use of technology, but there is a gap between large and small-scale businesses due to differences in opportunities to participate and develop digital marketing strategies. SMEs are expected to help the economic growth of a country. The study was performed on the topic of “Adoption of Digital Marketing in Small and Medium Scale Enterprises.” The purpose of this study is to explore the adoption of digital marketing by small and medium scale enterprises by using Technology Acceptance Model (TAM). The responses were taken from 227 small and medium scale enterprises. The data that has been collected is then analyzed by reliability test. The research approach adopted for the study conforms to descriptive research as it reviews the literature on the influence of digital marketing among small and medium scale enterprises. The results revealed that out of 227 SME, only 61 small and medium scale enterprises are using digital marketing strategies for their business. Using simple linear regression, it is found that perceived ease of use has an impact on perceived usefulness and behavioral intention to use the technology has an impact on actual usage of digital marketing.