Barriers and Enablers of Digital Marketing Adoption in Indian SMEs (A Technology-Organization-Environment (TOE) Perspective)

Abstract

This study investigates the barriers and enablers of digital marketing adoption in Indian SMEs, employing the Technology-Organization-Environment (TOE) framework to understand the intricate factors influencing decision-making. A study of 97 participants across six key Indian states identified significant technological, organizational, and environmental factors affecting the adoption of digital marketing. Research indicates that technological readiness, organizational backing, and competitive pressure are critical enablers, whereas cost and inadequate expertise are significant impediments. Regression and factor analysis highlighted that perceived relative advantage and leadership support are critical determinants of adoption. The research closes with recommendations to alleviate financial barriers, improve digital literacy, and foster governmental and organizational support for SMEs. This paper provides valuable information for policymakers, industry leaders, and SME owners aiming to enhance the digital capabilities of Indian SMEs.