Unlocking Digital Success: A TOE Framework Analysis of Digital Marketing Adoption for Enhanced SMEs Competitiveness

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Quantitative analysis shows electronic marketing adoption impacts business performance in SMEs, indicating a technology-driven model.

Technological forces have the largest positive effect on electronic marketing adoption, enhancing performance.
The study involved 218 SMEs and used Partial Least Squares Structural Equation Modeling to analyze data.
Cross-sectional survey design revealed a substantial variance explained: 83.6% for marketing adoption and 70.7% for performance.
Recognition of technology-readiness is crucial for SMEs in Indonesia to drive digital transformation effectively.

Mu’min et al. (2025) studied this question.

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