A model of the adoption of digital marketing and its effect on the competitiveness among SMES in Oman

Abstract

Digital marketing provides huge benefits to enterprises, where it enhances services and products of the firms and affects positively the attainment of competitiveness in the market. The number of Omani SMEs reached 35381at the end of July2018. The number of these enterprises increased by 2342 enterprises between February and July 2018 as compared to the previous month. Besides, 74% of these institutions are in growth stage, and have minimal skills and knowledge of Digital Marketing of managers and staff. Considering the findings of the studies, there is a lack of competitiveness among Omani SMEs due to ineffective use of Digital Marketing, caused by various internal and external factors. Further, this study is , to examine the influence of digital marketing adoption on the competitiveness of SMEs. The research methodology was a mixed approach using qualitative and quantitative methods. The current study, used sequential exploratory design, whereas qualitative data collected first through semi structured interviews of 10 Omani SMEs, and then quantitative approach carried by a questionnaire on 2355 owner's managers. The findings acknowledged that relative advantage and compatibility that belongs to technology context and owner manager support that relates to individual context, had direct effect on adoption of digital marketing and indirect effects on competitiveness among Omani SMEs. The outcomes have important implications on policy makers towards enhancing digital marketing among Omani SMEs. Further, there are implications on SMEs, where it has a great role in helping the owners of SMEs to manage their firms by help of digital marketing in compatible manner, to achieve relative advantage and override the high competition and survive in market.