Drivers and Barriers of Digital Marketing Adoption among MSMEs in Andhra Pradesh
DOI: https://doi.org/10.5281/zenodo.21876708
Dr. Krishna Karthik E, A. Kavitha, Alagunta Venkatesulu, Dr. Madhu Manyam
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Keywords:
MSMEs, digital marketing, perceived usefulness, perceived ease of use, difficulties.
Abstract:
In this research, we look at the small and medium-sized businesses (MSMEs) in Andhra Pradesh to see what makes them use digital marketing. Perceived utility, perceived simplicity of use, and obstacles to digital marketing practice adoption by MSMEs are the primary foci of the research. Using primary data gathered from structured questionnaires administered to MSME entrepreneurs enrolled under the Udyam Registration program, this study employs a quantitative research approach. We used statistical tools to examine 120 valid replies from 140 questionnaires to determine the key elements impacting the adoption of digital marketing. Problems with content production and digital platform administration, privacy and regulatory concerns, and a lack of technological expertise are just a few of the obstacles that micro, small, and medium-sized enterprises (MSMEs) confront. Micro, small, and medium-sized enterprises (MSMEs) can boost their digital presence, company performance, and competitiveness by fixing these issues.