Emperical

Empirical Study- Proposal

Factors affecting the adaptation of digital marketing in organizations

Guide: Easwar Iyer

Ankilkumar Sanghvi DM16106

Anurag Anand DM16110

Sanjana Narasimhan DM16158


Theory and Hypothesis:

H1: Broader market reach affects positively in adoption of digital marketing H2: Rivalry affects in adoption of digital marketingH3: Low Budget affects in adoption of digital marketingH4: Image building affects positively in adoption of digital marketing H5: Perceived ease of use affects positively in adoption of digital marketingH6: Perceived usefulness affects positively in adoption of digital marketingH7: Compatibility affects positively in adoption of digital marketing H8: Resource Availability affects positively in adoption of digital marketingH9: Difficult to analyze and promote the site affects negatively in adoption of digital marketingH10: Industry is not well suited for net affects negatively in adoption of digital marketing

Proposed Method:

We have decided to use survey as a means to collect data to verify our hypotheses, because we need to have responses from people who are presently using digital marketing.

To initiate the research, the areas of the customers are shortlisted accordingly as the sample set. To maintain consistency throughout the models the customers with extensive experience in

digital technology marketing use is set as a criterion. The data used for the analysis were collected from secondary sources. The well pronounced comparison of the old and new era industries is done to verify the basic use

of the technology as a whole to influence the means of marketing Relationship between the dependent and independent variables will be statistically analyzed with

the statistics SPSS 17.0 Package. Statistical data such as

p- values Standard errors Regression coefficients such as R-square and standard R-square will

be calculated by the SPSS analysis. Interaction effect between the variables is checked and there is no significant interaction is

observed. For the survey data verification the Cronbach alpha will be used. Based on the type of our research methodology the analysis of variance of all the variables is

done prior to the MLR (Multiple Linear Regression). Thereafter linear and nonlinear relationship will be developed from over all analysis.


Data Collection:

We use to take the method called: Snow Ball. The reason behind this data collection method is: we don’t have the database of our responded and it’s very difficult to get to the number of respondents so for this kind of questionnaire this type of method is more suitable. We have to take responses from the person who has the budget for digital marketing. We are mainly focusing on the person who has adopted digital marketing and who has authority for making decision to use digital marketing for their product or not.

References:

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Burgess, S. M. &Bothma, C. H. (2007). International Marketing. Cape Town: Oxford University Press.

Email Manager, 2013: https://www.emailmanager.com/uk/blog/1/1512/benefits-and-importance-of-digital-marketing-beyond-seo-and-adwords.html

Haitham Alshibly, 2004: factors Influencing the Intention to Use E-learning System: An Extended Technology Acceptance Model, Management Information Systems Department, Al Balqa Applied University, Jordan.

Kyobe, M. (2011). Special issue on information and communication technology in South Africa. Journal of Systems and Information Technology, 13(3), 1-2.

Maguire, S., Koh, S. C. L. &Magrys, A. (2007). The adoption of E-Business and knowledge management in SMEs Benchmarking: An International Journal, 14(1), 37-58.

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Media Buying, 2013: http://www.emarketer.com/Article/Key-Trends-2014-New-Demand-Accelerate-Marketing/1010445#PvmUr2tAk7Milxxl.99

Modimogale, L. &Kroeze, J. H. (2011). The role of ICT within Small and Medium Enterprises in Gauteng. Communications of the IBIMA Journal, 2011(1), 1-13.

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Nobukhosi Dlodlo, 2013: Drivers of E-Marketing Adoption among Small and Medium Enterprises (SMEs) and Variations with Age of Business Owners

PAT AUGER & JOHN M. GALLAUGHAR, 2001: Factors affecting the adoption of an internet based sales presence for Small business School of management, Syracuse University, Syracuse, New York, USA


Pearson, M. J. &Grandon, E. E. (2004). Electronic commerce adoption: empirical study of small and medium sized US businesses. Journal of Information Management, 42(1), 197-216.

Pearson, M. J. &Grandon, E. E. (2004). Electronic commerce adoption: empirical study of small and medium sized US businesses. Journal of Information Management, 42(1), 197-216.

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Sadowski, B. M., Maitland, C. &Dongen, J. V. (2001). Strategic use of the Internet by small and medium-sized companies: an exploratory study. Journal of Information and Economics Policy, 14(1), 75-93.

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Appendix:

Questioner

1. I believe that using digital marketing will give a broader market reach.a. Strongly disagree b. Disagreec. Neither agree nor disagreed. Agreee. Strongly agree

2. I feel that digital marketing will not help in covering wider markets.a. Strongly disagree b. Disagreec. Neither agree nor disagreed. Agreee. Strongly agree

3. I am inclined towards the adaptation of digital marketing if my competitors are adopting it.a. Strongly disagree b. Disagreec. Neither agree nor disagreed. Agreee. Strongly agree

4. The competitors marketing strategy does not influence my adaptation of digital marketing.a. Strongly disagree b. Disagreec. Neither agree nor disagreed. Agreee. Strongly agree

5. Technology resources availability influences the adaptation of digital marketing in my organization.

a. Strongly disagree b. Disagreec. Neither agree nor disagreed. Agreee. Strongly agree

6. I believe that the technology resource availablity has no influency on digital marketing adaptation

a. Strongly disagree b. Disagreec. Neither agree nor disagreed. Agree


e. Strongly agree7. Overall, I found digital marketing easy to use.


8. I believe that digital marketing is highly complexa. Strongly disagree b. Disagreec. Neither agree nor disagreed. Agreee. Strongly agree

9. I believe that digital marketing enhances the performance of the company.a. Strongly disagree b. Disagreec. Neither agree nor disagreed. Agreee. Strongly agree

10. I believe that the use of digital marketing does not improve the efficiency of the company a. Strongly disagree b. Disagreec. Neither agree nor disagreed. Agreee. Strongly agree

11. Digital marketing is low cost in comparison to traditional marketing.a. Strongly disagree b. Disagreec. Neither agree nor disagreed. Agreee. Strongly agree

12. I feel that digital marketing adaptation is very costly. a. Strongly disagree b. Disagreec. Neither agree nor disagreed. Agreee. Strongly agree

13. Top management is enthusiastic about the adaptation of digital marketing.a. Strongly disagree b. Disagreec. Neither agree nor disagreed. Agreee. Strongly agree

14. The top management is adverse towards the adaptation of digital marketing



DATA COLLECTION AND RELIABILITY

Reliability Statistics

Cronbach's Alpha N of Items

.844 14

From the output shown above it is clearly exhibits that the Cronbach’s alpha of the 14

items data which we have collected, is 0.844.

So all the responses which we got are perfectly reliable and the data collected is

internally consistent.

It is considered as the measure of scale reliability.

A "high" value for alpha does not imply that the measure is unidimensional. If, in

addition to measuring internal consistency, you wish to provide evidence that the scale

in question is unidimensional, additional analyses can be performed.

The data was collected using snowball method which is part of non-probability

sampling.

The target people on whom the survey was taken are managerial level people who have

exposure to digital marketing and have authority to take decisions.

Around 100 response were collected.


Item-Total Statistics

Scale Mean if

Item Deleted

Scale Variance

if Item Deleted

Corrected Item-

Total Correlation

Cronbach's

Alpha if Item

Deleted

MReach1 50.6800 61.250 .454 .836

MReachReverse 50.6000 62.626 .379 .840

CompeAdoption1 51.0300 62.353 .349 .842

CompeAdoptionReverse 50.9500 62.452 .347 .842

TechAvailable1 50.9400 58.522 .508 .832

TechAvailableReverse 50.9300 60.268 .480 .834

EOU1 51.0000 57.152 .618 .825

CompPerform1 50.6500 60.290 .476 .834

LowCost1 51.1100 57.533 .587 .827

MI1 50.7000 59.646 .485 .834

MIReverse 50.6000 61.172 .479 .834

LowCostReverse 51.0000 58.909 .528 .831

CompPerformReverse 50.6000 61.414 .435 .837

EOUReverse 50.8300 58.385 .612 .826

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