FACTORS INFLUENCING THE ADOPTION OF DIGITAL MARKETING BY MICRO, SMALL AND MEDIUM-SIZED ENTERPRISES IN MOZAMBIQUE
DOI:
https://doi.org/10.47820/recima21.v6i5.6379Keywords:
Digital marketing, Exports , small and medium-sized enterprisesAbstract
Although Mozambique is a signatory to several preferential trade agreements, the country still has a high trade deficit, which means that it exports less and imports more. Mozambique's exports are dominated by large companies with 90 per cent, compared to only 10 per cent of Micro, Small and Medium Enterprises (MSMEs), although the latter make up the majority (97 per cent). The adoption of digital marketing strategies can increase the exports of MSMEs to preferential access markets at relatively low costs. This research aims to analyse the factors that influence the adoption of digital marketing in Mozambican MSMEs in the food and beverage industry. A stratified random sample of 332 MSMEs was selected from this population. Data was collected using an online questionnaire addressed to the owners and managers of these companies. The data was analysed using descriptive statistics and structural equation models using Excel 2013 and STATA version 17. The results of the structural model indicate that perceived usefulness and ease of use are the factors that significantly influence the adoption rate of digital marketing. Based on the results, it can be concluded that in order to increase the adoption rate of digital marketing it is necessary to promote programmes to disseminate digital marketing strategies to the owners and managers of MSMEs, so that they realise the importance of using it to reach international markets with preferential access, at relatively low costs.
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