Factors Influencing the Use of Digital Marketing by Small and Medium-Sized Enterprises during COVID-19
<p>Research model proposed in this study to analyse the use of digital marketing by Small and Medium-Sized Enterprises.</p> "> Figure 2
<p>Adoption model proposed in this study, along with variables and correlational loadings (Cramér’s V).</p> ">
Abstract
:1. Introduction
2. Theoretical Background
2.1. Digital Marketing in Small and Medium-Sized Enterprises
2.2. Background on the Factors Influencing the Use of Digital Marketing
2.3. Digital Marketing in the Context of the COVID-19 Pandemic
2.4. Research Model and Hypotheses
- Acceptance as a means of communication: considering what was stated by [12], SMEs’ communication with customers and suppliers must be quick, timely, relevant, and effective, especially when carrying out marketing activities. Given the rise of free communication tools offered by digital marketing through social media such as Skype, Facebook, WhatsApp, LinkedIn, Twitter, and Messenger, communication has become global and turn the audience into a single community [16]. Thus, this factor aims to measure SMEs’ acceptance of digital marketing as a means of communication with consumers;
- Customers’ perceived benefits: this factor seeks to measure the benefit perceived by customers when interacting with firms through digital marketing. In addition, it represents a possibility for organizations to segment and reach more target audiences [13]. Being able to chat live and discuss their problems, complaints, doubts, and other matters with a firm’s representative allows consumers to build trust and accept its quality services [40];
- Market positioning: in their study, [41] found that 81% of SMEs in the commercial sector in Barranquilla, Colombia, use digital marketing to achieve a remarkable position in the market and, thus, be more competitive. Therefore, this factor aims to determine the contribution of these digital tools in the positioning of SMEs in Medellín and explain one of the reasons for their implementation;
- Business optimization: this factor refers to SMEs’ perception regarding resource optimization when using digital marketing. According to [42], digital marketing demands fewer production resources, which is why investment costs are lower with respect to the economic benefits that internet-based tools and platforms can provide [43]. Moreover, the resources used to increase interaction on a firm’s website (Click-Through Rate [CTR]) and build brand awareness among customers are associated with business optimization because they determine the return on the investment made in advertising [44]. Likewise, this factor measures optimization in the time required for the commercialization process;
- Perceived advantages of using digital tools: this refers to SMEs’ perceived advantage over the competition when using the digital tools provided by digital marketing. According to [45], factors such as compatibility and relative advantage are considered to significantly influence the adoption of ICT tools. Moreover, SMEs can reach a broader market segment [46] and become global because potential consumers can be found all over the world [47].
3. Research Design
4. Analysis of Results
4.1. Validity of the Measurement Scales
4.2. Hypothesis Testing
5. Discussion
6. Conclusions
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Conflicts of Interest
References
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Characteristics | Frequency | Percentage (%) |
---|---|---|
Type of economic activity | ||
Industrial | 68 | 56.6 |
Commercial | 26 | 21.7 |
Services | 26 | 21.7 |
Classification | ||
Small | 102 | 85 |
Medium-sized | 18 | 15 |
Business trajectory | ||
1–5 years | 21 | 18 |
5–10 years | 38 | 32 |
10–15 years | 61 | 50 |
Knowledge of the existence of digital marketing | ||
Aware | 113 | 94.2 |
Not aware | 7 | 5.8 |
Most used digital marketing strategies | ||
Instagram and Facebook content | 39 | 32.5 |
Advertising videos on YouTube | 22 | 18.3 |
Website and webpage | 35 | 29.2 |
E-mails | 24 | 20 |
Construct | Item | Variable |
---|---|---|
Acceptance as a means of communication | AC1 | Digital marketing techniques allow the firm you work for to expand and open new opportunities in the market. |
AC2 | Digital marketing can be used as a direct communication tool to interact with customers. | |
Customers’ perceived benefits | CB1 | In the firm you work for, digital marketing strategies could focus on a target audience and, thus, achieve greater market segmentation. |
CB2 | Through digital marketing, the firm you work for has acquired more customers. | |
Business optimization | BO1 | Digital marketing optimizes time, as everything is performed online. |
BO2 | The firm you work for uses digital marketing because of its low cost. | |
BO3 | The firm you work for uses digital marketing because it is easy to use. | |
Market positioning | MP1 | The firm you work for has achieved a better brand positioning in the market thanks to the implementation of digital marketing. |
MP2 | Digital marketing is an efficient tool for SMEs to position themselves in the market. | |
Perceived advantages of using digital tools | PA1 | Digital marketing allows SMEs to keep up with large firms. |
PA2 | The firm you work for uses digital marketing because your competition does. |
Factor | Item | Standardized Factor Loading | Average Standardized Factor Loading |
---|---|---|---|
Acceptance as a means of communication | AC1 | 0.869 | 0.869 |
AC2 | 0.869 | ||
Customers’ perceived benefits | CB1 | 0.897 | 0.897 |
CB2 | 0.897 | ||
Business optimization | BO1 | 0.750 | 0.803 |
BO2 | 0.784 | ||
BO3 | 0.875 | ||
Market positioning | MP1 | 0.897 | 0.897 |
MP2 | 0.897 | ||
Perceived advantages of using digital tools | PA1 | 0.825 | 0.825 |
PA2 | 0.825 |
Factor | KMO Value | Bartlett’s Test Value | Meets Criteria |
---|---|---|---|
Acceptance as a means of communication | 0.500 | 0.000 | Yes |
Customers’ perceived benefits | 0.500 | 0.000 | Yes |
Business optimization | 0.624 | 0.000 | Yes |
Market positioning | 0.500 | 0.000 | Yes |
Perceived advantages of using digital tools | 0.500 | 0.000 | Yes |
Factor | Cronbach’s Alpha |
---|---|
Acceptance as a means of communication | 0.878 |
Customers’ perceived benefits | 0.905 |
Business optimization | 0.844 |
Market positioning | 0.892 |
Perceived advantages of using digital tools | 0.810 |
AC | CB | BO | MP | PA | |
---|---|---|---|---|---|
AC | … | ||||
CB | [0.273;0.592] | … | |||
BO | [0.244;0.567] | [0.445;0.718] | … | ||
MP | [0.271;0.576] | [0.432;0.730] | [0.393;0.674] | … | |
PA | [0.214;0.566] | [0.499;0.749] | [0.371;0.657] | [0.427;0.685] | … |
Hypothesis | Variable | Cramér’s V | Variable |
---|---|---|---|
H1 | Acceptance as a means of communication | 0.410 | Customers’ perceived benefits |
H2 | Acceptance as a means of communication | 0.353 | Market positioning |
H3 | Customers’ perceived benefits | 0.736 | Market positioning |
H4 | Customers’ perceived benefits | 0.599 | Business optimization |
H5 | Customers’ perceived benefits | 0.698 | Perceived advantages of using digital tools |
H6 | Business optimization | 0.667 | Business optimization |
H7 | Perceived advantages of using digital tools | 0.667 | Business optimization |
AC | CB | BO | MP | PA | |
---|---|---|---|---|---|
AC | 1.000 | ||||
CB | 0.410 | 1.000 | |||
BO | 0.355 | 0.599 | 1.000 | ||
MP | 0.353 | 0.736 | 0.667 | 1.000 | |
PA | 0.376 | 0.698 | 0.487 | 0.667 | 1.000 |
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Bermeo-Giraldo, M.C.; Valencia-Arias, A.; Ramos de Rosas, J.D.; Benjumea-Arias, M.; Villanueva Calderón, J.A. Factors Influencing the Use of Digital Marketing by Small and Medium-Sized Enterprises during COVID-19. Informatics 2022, 9, 86. https://doi.org/10.3390/informatics9040086
Bermeo-Giraldo MC, Valencia-Arias A, Ramos de Rosas JD, Benjumea-Arias M, Villanueva Calderón JA. Factors Influencing the Use of Digital Marketing by Small and Medium-Sized Enterprises during COVID-19. Informatics. 2022; 9(4):86. https://doi.org/10.3390/informatics9040086
Chicago/Turabian StyleBermeo-Giraldo, Maria Camila, Alejandro Valencia-Arias, Javier D. Ramos de Rosas, Martha Benjumea-Arias, and Juan Amilcar Villanueva Calderón. 2022. "Factors Influencing the Use of Digital Marketing by Small and Medium-Sized Enterprises during COVID-19" Informatics 9, no. 4: 86. https://doi.org/10.3390/informatics9040086
APA StyleBermeo-Giraldo, M. C., Valencia-Arias, A., Ramos de Rosas, J. D., Benjumea-Arias, M., & Villanueva Calderón, J. A. (2022). Factors Influencing the Use of Digital Marketing by Small and Medium-Sized Enterprises during COVID-19. Informatics, 9(4), 86. https://doi.org/10.3390/informatics9040086