Factors affecting the adoption of E-Marketing among SMEs; Case study of selected SMEs in the Kumasi Metropolis, Ashanti Region.

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Over the years, the internet has steadily become an extremely relevant marketing tool for businesses around the globe including SMEs. Recent surveys have focused on the adoption of E-Marketing in both developed and developing countries. This study was conducted to investigate the factors that affect the adoption of E-marketing among small and medium enterprises. Its main objectives were to identify the various factors affecting the decision by SMEs owners and managers to adopt the technology or not. In addition, to ascertain the level to which each factor influences their decisions to adopt the technology. Lastly, the study aimed to find out the extent to which SMEs have adopted e-marketing in their operations. Quantitative approach was used to determine the magnitude of each factor in influencing adoption of E-Marketing among SMEs. A qualitative approach was useful to provide the researcher with perspective. The findings of this study do provide a basic support for the inadequate activity of SMEs with concern to E-Marketing. The study can therefore conclude that the main factors inhibiting the adoption of electronic marketing among SMEs in Kumasi are: technological incompatibility with target markets; lack of knowledge; stakeholder‟s unreadiness; technology disorientation as well as perception. These findings of the study indeed concur with various studies that argue that the non-adoption of e-marketing is multi-dimensional in its causality and it‟s largely dependent on the business sector under investigation.
A thesis submitted to the K.N.U.S.T School of business, Kwame Nkrumah University of Science and Technology, Kumasi, in partial fulfillment of the requirements for the degree of Master of Business Administration (Marketing Option),