Abstract

GUISADO GOMEZ, Sebastián; BERMEO-GIRALDO, Maria Camila  and  VALENCIA ARIAS, Alejandro. Determining Factors for the Adoption of Digital Marketing in SMEs: an Exploratory Study. Semest. Econ. [online]. 2021, vol.24, n.57, pp.217-237.  Epub July 27, 2022. ISSN 0120-6346.  https://doi.org/10.22395/seec.v24n57a11.

The consolidation of digital marketing as an effective means of communication has promoted the integration of technologies in the collection of massive data from valuable customers for organizations in decision making. This paper aims to explore the factors that influence the acceptance of digital marketing by SME in Medellin, Colombia. The methodology proposes a non-experimental, cross-sectional process with a descriptive scope and quantitative approach, applying a questionnaire to 120 SMEs belonging to the industrial and service sectors. The findings indicate that the factors that influence the acceptance of digital marketing in SME are perceived advantages over the use of digital marketing, acceptance of digital marketing as a means of communication with the client, and perceived user experience. Also, it was identified that this business segment mostly uses social networks and email marketing as digital marketing tools to get closer to their customers.

Keywords : Electronic commerce; digital tools; digital marketing; SME; Colombia.

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