Aug 2026· International Journal of Applied Business and International Management· 0 citations
Abstract
The rapid digital transformation in developing economies presents both unprecedented opportunities and significant challenges for local businesses. This study examines how small and medium-sized enterprises (SMEs) producing seaweed-based products in South Sulawesi, Indonesia, implement digital marketing strategies, and why a gap persists between their intention to adopt such strategies and their capacity to enact them effectively. Adopting a qualitative, multi-case design, data were gathered from owners and managers of twenty SMEs through in-depth interviews, observation, and documentation. The data were analyzed thematically along four dimensions of digital-marketing competence (accessibility, interactivity, credibility, and informativeness) using the Unified Theory of Acceptance and Use of Technology (UTAUT) as the interpretive lens. The findings reveal a consistent intention-implementation gap; strong performance expectancy and social influence sustain adoption intentions, whereas high effort expectancy and weak facilitating conditions constrain effective practice. The study highlights the urgent need for targeted training and ecosystem support, offering a context-specific account of enterprise digitalization in an under-researched agro-marine sector
Analysis of how digital platforms—such as fintech, digital payments, and e-commerce—can facilitate the growth and economic resilience of SMEs within emerging markets indicates that perceived utility and ease of use depend on structural and ecological preparedness.
N. Mokone, Tonderai Kapesa· International Journal of Bus...· 0 citations
The study concludes that positive perceptions of digital marketing do not automatically translate into effective adoption where financial, technological, and capability-related barriers persist and recommends coordinated interventions involving government agencies, telecommunications providers, financial institutions,...
Lenty Muchape, S. M. Mufalali, Regina Muduli et al.· African Journal of Commercia...· 0 citations
The results show that Digital Intensity significantly and positively influences financial, environmental, and social performance (SP), highlighting its role as a primary driver of SME sustainability, and underline the need for prioritising investment in digital tools and skills.
R. K. Letshaba, Lebogang Mosupye-Semenya· South African Journal of Bus...· 0 citations
The findings indicate that e-commerce, cloud computing, customer relationship management, and digital marketing tools supported operational coordination, market reach, and customer engagement, but limited digital skills, implementation costs, cybersecurity risks, and infrastructure constraints restricted deeper adoptio...
Sundeep Kumar, N. Kumar, Akash Singh· Journal of Global Entreprene...· 0 citations
An integrated framework combining the Technology-Organization-Environment (TOE) framework, the Technology Acceptance Model (TAM) and the Diffusion of Innovation (DOI) theory is developed to provide a more comprehensive explanation of digital transformation adoption in Vietnamese SMEs.
H. L. Do, Thị Bùi, Ngoc Minh Dang et al.· SN Business & Economics· 0 citations
The findings reveal that e-commerce adoption is driven by internal factors such as managerial capability, digital capability, innovation capability, and entrepreneurial orientation, as well as external factors including competitive pressure, customer demand, government support, and the digital ecosystem.
C. I. Gunawan, Edoardus Koisin, Hendrik Suhendri et al.· IC-ITECHS· 0 citations
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