Factors Effecting Adoption of Information and Communication Technology for Business Promotion by Micro Entrepreneurs of Rural South Odisha – The SEM Approach.
Keywords:
Information and communication Technology, Digital marketing, micro entrepreneurs, rural entrepreneurs, rural micro entrepreneurs, rural micro entrepreneurs of India, South Odisha.Abstract
It is well known that Information, and communication technology, (ICT) has, in many ways, improved the quality of life. It has also changed the way businesses promote themselves. Application of Information and communication technology for business promotion is often termed as Digital Marketing. It is a very effective tool available for marketing. its effectiveness has not only reduced marketing costs but also assisted business owners in improving customer engagement. Additionally, it aids in gathering and analysing consumer behaviour data to enable business owners to develop more effective plans for achieving their objectives. In 2023, Sheoliha et al. Numerous research projects have examined how entrepreneurs use digital marketing. Nonetheless, further research needs to be done on how India's rural microentrepreneurs use digital marketing tools.
Purpose of study: Presented study aims at Identifying the factors effecting the utilisation of ICT in the form of Digital Marketing by micro entrepreneurs of rural South Odisha.
Methodology used: The study employs the combination of UTAUT and TOE model. It is done on the basis of primary data obtained from 386 respondents from the region. The data is then subjected to EFA for factor extraction and CFA for hypothesis testing.
Outcome: The outcome of the study suggests that the factors like Performance expectancy, Effort expectancy, Technological factors, Organisational factors, and Environmental factors impact the adoption of Digital marketing by micro entrepreneurs of rural South Odisha.
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