文章基本信息

标题：DIGITAL MARKETING ADOPTION AMONG SMES IN JORDAN: A MIXED- METHOD APPROACH
本地全文：下载
作者：HUSAM YASEEN ; AHMAD SAMED AL-ADWAN ; AMRO AL-MADADHA 等
期刊名称：Journal of Theoretical and Applied Information Technology
印刷版ISSN：1992-8645
电子版ISSN：1817-3195
出版年度：2019
卷号：97
期号：4
页码：1401-1412
出版社：Journal of Theoretical and Applied
摘要：This article aims at determining the level of digital marketing adoption and investigating the essential requirement of digital marking adoption among Jordanian SMEs companies. A mix method approach was adopted to achieve the objectives of the study, consisted of an online survey questionnaire followed by semi-structured interviews. Two hundred seventy-nine questionnaires were collected, and fifteen interviews were conducted. The quantitative data from the questionnaire were analysed using SPSS 2.5 software and the qualitative data of each interview have been analysed using thematical and textual analysis. The finding revealed that digital marketing adoption is still in its early stage of adoption. The majority of SMEs are limited their usage to social media and email marking as a common tool for digital marketing. Moreover, lack of human skills, awareness of what digital marketing and technological tools that drives digital marketing were found to be the dominant factors to adopt digital marketing among SMEs companies in Jordan.
关键词：Digital Marketing; Social Media; SMEs; Jordan; Mixed;Method Approach