Factors stimulating value micro-businesses attribute to digital marketing technology (DMT) adoption.

ABSTRACT: Most micro-business managers in Nigeria do not see the adoption of digital marketing technology (DMT) as vital for business. Many consider it as a precondition to support managerial or operational activities, not as a tactical and/or strategic tool. Although most studies focused on large organisations, the outcome of such research may not be appropriate to micro-businesses. This is informed by the negligence of micro-businesses' idiosyncrasies and their thought of digitalization as a precondition for managerial activities without considering the value small businesses attached to these devices in terms of aiding the use as strategic tools. This renders micro-businesses' digitalization an under-reflected phenomenon. Yet, studies spend less on examining the factors that specifically stimulat

SUBMITTER: Eze SC 

PROVIDER: S-EPMC8638917 | biostudies-literature | 2021

REPOSITORIES: biostudies-literature