- Title
- Factors influencing digital marketing adoption for female interpreneurs in small and medium enterprices of OR Thambo Municipality
- Creator
- Maduna, Siyasanga
- Description
- The rise of the Internet has transformed the business landscape, leading to the rapid growth of major online retailers and service providers like Amazon, Facebook, and Google, all of which play significant roles in the digital economy (Kannan, 2017). Global internet usage continues to grow, with South Africa not an exception. The research seeks to explore the factors influencing digital marketing adoption for female entrepreneurs on small and medium enterprise in OR Tambo municipality. This dissertation employs a quantitative research design. The study employs structural equation modelling (SEM) techniques to analyse a comprehensive dataset gathered from 313 female entrepreneurs. The findings reveal a nuanced relationship between adoption of digital marketing and business performance. The SEM results indicate that H4, have a positive influence on adoption of digital marketing, and H5, have a positive influence on business performance. The hypotheses H1; H2 and H3 had negative relationship on adoption on adoption of digital marketing hence they were rejection. The implications of these findings are discussed in the context of factors that influence the adoption of digital marketing on enhancing business performance for SME’s. The dissertation contributes to inclusive economic development, policy implications; educational interventions; strategic business imperative and social impact. Beyond the economic aspects, the study contributes to social impact by challenging and potentially reshaping societal norms and expectations regarding women's roles in business. This research not only advances the theoretical understanding of the link between adoption of digital marketing and business performance but also provides valuable insights for designing effective marketing strategies to improve business performance on female entrepreneurs. The dissertation concludes with suggestions for future research directions to further refine an understanding of the intricate dynamics involved in the relationship between adoption of digital marketing and business performance.
- Description
- Thesis (Masters) -- Faculty of Economics and Financial Sciences, 2024
- Date
- 2024-00
- Subject
- Digital Marketing
- Type
- Masters theses, text
- Identifier
- http://hdl.handle.net/11260/10065
- Identifier
- vital:74935
- Format
- computer, online resource, application/pdf, 1 online resource (166 pages), pdf
- Publisher
- Walter Sisulu University, Faculty of Economics and Financial Sciences
- Language
- English
- Rights
- Faculty of Economic and Financial Sciences, All Rights Reserved, Open Access
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- Visitors: 28
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| Thumbnail | File | Description | Size | Format | |||
|---|---|---|---|---|---|---|---|
| View Details Download | SOURCE1 | Maduna, S 216007054 Mcom Business Mangement.pdf | 1 MB | Adobe Acrobat PDF | View Details Download |