Factors influencing the adoption of digital marketing among SMEs in Kampala: a case study of Kawempe division

Abstract

Factors influencing digital marketing adoption among SMEs are phenomenon for the modern day business innovation. The purpose of the study was to find out the factors influencing the adoption of digital marketing among SMEs in Kampala taking a case study of Kawempe division. The objectives included to find out the social factors that influence the adoption of digital marketing, to find out the demographic factors that influence on adoption of digital marketing and to find out the economic factors that influence adoption of digital marketing. Using a Cross Sectional Survey research design employing quantitative approach, a total of 100 respondents participated in the study. The results revealed an association of chi-square values between social, demographic and economic factors. In the conclusion, these results implied that empirically social, demographic and economic factors have an influence on the adoption of digital marketing among SMEs in Kampala.