JOURNAL ARTICLE

EXPLORING DIGITAL MARKETING ADOPTION DYNAMICS IN PAKISTANI STARTUPS THROUGH THE TECHNOLOGY-ORGANIZATION-ENVIRONMENT (TOE) FRAMEWORK.

  • Published In: Journal of Developmental Entrepreneurship, 2024, v. 29, n. 3. P. 1 1 of 3

  • Database: Business Source Ultimate 2 of 3

  • Authored By: AHMED, ARSALAN; MAT, NORIZAN 3 of 3

Abstract

This study investigates the factors involved in digital marketing adoption among small and medium startups (SMSs) in Pakistan using the Technology-Organization-Environment (TOE) framework. Data were collected through an online survey from 409 startups based in Karachi, Pakistan, and structural equation modeling (SEM) was used for analysis. Results indicate SMSs prioritize internal capabilities and resources for digital marketing adoption over external factors. Key factors identified in digital marketing adoption include technology knowledge, compatibility and cost while the effect of technology complexity was found to be insignificant. Top management support and digital marketing orientation were also crucial, highlighting the importance of strategic leadership and a focused digital approach. These findings highlight the distinct characteristics of SMSs compared to established SMEs, providing insights for developing targeted strategies and regulations to support the startup ecosystem. The research contributes to understanding the unique challenges and factors influencing digital marketing adoption in startups, paving the way for better and effective support mechanisms. [ABSTRACT FROM AUTHOR]

Additional Information

  • Source:Journal of Developmental Entrepreneurship. 2024/09, Vol. 29, Issue 3, p1
  • Document Type:Article
  • Subject Area:Marketing
  • Publication Date:2024
  • ISSN:1084-9467
  • DOI:10.1142/S1084946724500201
  • Accession Number:180410003
  • Copyright Statement:Copyright of Journal of Developmental Entrepreneurship is the property of World Scientific Publishing Company and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

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