Determinants of E-Marketing Adoption by Small and Medium Enterprises in African Countries

Abstract

Purpose: Electronic marketing (E-Marketing) is one of the fastest-growing forms of digital marketing in both developed and developing countries including Africa. Most Small and Medium Enterprises (SMEs) adopt e-marketing to enhance business performance and competitiveness. However, the E-Marketing adoption rate by SMEs in African countries has been very low. This study, therefore, intended to synthesize determinants of E-Marketing adoption by SMEs in African countries. Specifically, it assesses the kinds of E-Marketing adopted by SMEs in African countries; and examines the determinants of E-Marketing adoption by SMEs in African countries.

Design/ Methodology/ Approach: A comprehensive review of e-marketing related empirical literature in Africa was done and data were analyzed using Microsoft Excel.  

Findings: The findings revealed that (20) African countries adopted E-Marketing with five kinds of e-marketing which include: ICT in 14 countries (70%); E-Marketing in 3 countries (15%); online marketing, web marketing and mobile money services in 1 country (5%) each respectively. Similarly, three significant determinants of E-Marketing adoption in African countries were identified which include: IT skills, knowledge, and education (60%) (self-efficacy); availability of resources (55%) (Facilitating conditions); and IT infrastructure and facilities (50%) (Facilitating conditions).

Practical Implication: The study implies that the SMEs sector in African countries needs to focus on these key significant determinants of E-Marketing adoption to increase its application which will enhance their competitiveness as well as business performance.