The impact of IT knowledge on the adoption of digital marketing technology by SMEs

Abstract

The Tanzania Development Vision 2025 highlighted that small and medium sized enterprises (SME) sector as among the key contributor to the long-term development This study aimed at exploring the impact of IT knowledge on the adoption of digital marketing technology by SMEs in Tanzania using Arusha City as a case study. This study employed case study design which included both qualitative and quantitative design. The sample size of 50 SME’s was obtained though convenience sampling techniques whereby data for this study was collected though questionnaires and interview guides. The data analysis was done using descriptive analysis and thematic analysis. The finding indicated that majority of the respondents strongly agree that IT knowledge have an impact on the adoption of digital marketing technology by SMEs followed by those who agree that IT knowledge is associated with digital marketing technology adoption. The rest of SME’s owners were and others strongly disagree and others disagree on the fact that IT knowledge have an impact on adoption of digital marketing. The study recommends that policy makers and IT professionals act to enhance digital marketing adoption using the main factors in their individual nations, which can help to increase its acceptance by the SMEs sector.