Empirical Study- Proposal

Factors affecting the adaptation of digital marketing

in organizations

Guide: Easwar Iyer

Ankilkumar Sanghvi

DM16106

Anurag Anand

DM16110

Sanjana Narasimhan

DM16158

Empirical Study- Proposal

Theory and Hypothesis:

H1: Broader market reach affects positively in adoption of digital marketing
H2: Rivalry affects in adoption of digital marketing
H3: Low Budget affects in adoption of digital marketing
H4: Image building affects positively in adoption of digital marketing
H5: Perceived ease of use affects positively in adoption of digital marketing
H6: Perceived usefulness affects positively in adoption of digital marketing
H7: Compatibility affects positively in adoption of digital marketing
H8: Resource Availability affects positively in adoption of digital marketing
H9: Difficult to analyze and promote the site affects negatively in adoption of digital marketing
H10: 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:

Empirical Study- Proposal

We use to take the method called: Snow Ball. The reason behind this data collection method is: we dont
have the database of our responded and its 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:
Bakos J. Y., 1991: A strategic analysis of electronic marketplace. MIS Q. 15(3):295-320.
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-ofdigital-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.
Martin, L. M. &Matlay, H. (2001). Blanket approaches to promoting ICT in small firms: Some
lessons from DTI ladder adoption model in UK. Internet Research: Electronic
Networking Applications and Policy, 11(5), 399-410.
Media Buying, 2013: http://www.emarketer.com/Article/Key-Trends-2014-New-Demand-AccelerateMarketing/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.
Myles Anderson, 2014: http://searchengineland.com/build-local-brand-online-marketing-190389
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

Empirical Study- Proposal

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.
Philippines, 2012: http://digitalmarketingphilippines.com/the-pros-and-cons-of-having-a-full-internetmarketing-campaign-infographic/
Poon, S. &Swatman, P. M. C. (1999). An exploratory study of small business Internet commerce
issues. Journal of Information Management, 35(1), 9-18.
Rashid, M. A. & Al Qirim, N. A. (2001).E-Commerce technology adoption framework by New
Zealand small to medium sized employees. Research Letters in the Information
Management Systems Journal, 3(2), 63-70.
Rob Faulkner, 2013: http://www.businesszone.co.uk/blogs/robbo75/totally-digital-marketing/10benefits-digital-marketing-v-traditional-marketing
Rogers, E. M. (1995). Diffusion of innovations. (4th ed.). New York: Free Press Publishers.
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.
Saffu, K., Walker, J. H. & Hinson, R. (2008). Strategic value and electronic commerce adoption
among small and medium-sized enterprises in a transitional economy. Journal of
Business and Industrial Marketing, 23(6), 395-404.
Venkatesh, V. (2000). Determinants of Perceived Ease of Use: Integrating Control, Intrinsic
Motivation and Emotion into the Technology Acceptance Model. Information
Systems Research, 11(4), 342-365.

Appendix:

Empirical Study- Proposal

Questioner

1. I believe that using digital marketing will give a broader market reach.
a. Strongly disagree
b. Disagree
c. Neither agree nor disagree
d. Agree
e. Strongly agree
2.
I feel that digital marketing will not help in covering wider markets.
a. Strongly disagree
b. Disagree
c. Neither agree nor disagree
d. Agree
e. Strongly agree
3. I am inclined towards the adaptation of digital marketing if my competitors are adopting it.
a. Strongly disagree
b. Disagree
c. Neither agree nor disagree
d. Agree
e. Strongly agree
4. The competitors marketing strategy does not influence my adaptation of digital marketing.
a. Strongly disagree
b. Disagree
c. Neither agree nor disagree
d. Agree
e. Strongly agree
5. Technology resources availability influences the adaptation of digital marketing in my
organization.
a. Strongly disagree
b. Disagree
c. Neither agree nor disagree
d. Agree
e. Strongly agree
6. I believe that the technology resource availablity has no influency on digital marketing
adaptation
a. Strongly disagree
b. Disagree
c. Neither agree nor disagree
d. Agree
e. Strongly agree
7. Overall, I found digital marketing easy to use.
a. Strongly disagree
b. Disagree
c. Neither agree nor disagree
d. Agree
e. Strongly agree
8. I believe that digital marketing is highly complex

Empirical Study- Proposal

9.

10.

11.

12.

13.

14.

a. Strongly disagree
b. Disagree
c. Neither agree nor disagree
d. Agree
e. Strongly agree
I believe that digital marketing enhances the performance of the company.
a. Strongly disagree
b. Disagree
c. Neither agree nor disagree
d. Agree
e. Strongly agree
I believe that the use of digital marketing does not improve the efficiency of the company
a. Strongly disagree
b. Disagree
c. Neither agree nor disagree
d. Agree
e. Strongly agree
Digital marketing is low cost in comparison to traditional marketing.
a. Strongly disagree
b. Disagree
c. Neither agree nor disagree
d. Agree
e. Strongly agree
I feel that digital marketing adaptation is very costly.
a. Strongly disagree
b. Disagree
c. Neither agree nor disagree
d. Agree
e. Strongly agree
Top management is enthusiastic about the adaptation of digital marketing.
a. Strongly disagree
b. Disagree
c. Neither agree nor disagree
d. Agree
e. Strongly agree
The top management is adverse towards the adaptation of digital marketing
a. Strongly disagree
b. Disagree
c. Neither agree nor disagree
d. Agree
e. Strongly agree

DATA COLLECTION AND RELIABILITY

Reliability Statistics

Empirical Study- Proposal

Cronbach's Alpha

N of Items

.844

14

From the output shown above it is clearly exhibits that the Cronbachs
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 nonprobability 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.

Empirical Study- Proposal

Item-Total Statistics
Scale Mean if
Item Deleted

Scale Variance if Corrected ItemItem Deleted

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