PGIHS-RC 2024

Permanent URI for this collection

https://ir.lib.pdn.ac.lk/handle/20.500.14444/4847

Browse

Browsing PGIHS-RC 2024 by Author "Athukorala, P.P.A.W."

Now showing 1 - 2 of 2
  • Thumbnail Image
    Item
    A literature review on entrepreneurial competencies and digital marketing orientation
    (Postgraduate Institute of Humanities and Social Sciences (PGIHS), University of Peradeniya, Sri Lanka, 2024-12-19) Kumarasinghe, W.P.; Kuruppuge, R.H.; Athukorala, P.P.A.W.
    Digital technology has become integral to society, impacting the global economy and greatly affecting businesses. Businesses are adapting and employing digital technologies (DTs) to identify consumers' needs, wants, and preferences and satisfy them using effective digital marketing communication. Adopting DTs is instrumental and has influenced astonishing opportunities, whether businesses are large or small. Literature indicates digital marketing orientation (DMO) of Small & Medium Size Enterprises (SMEs) is subject to the intensity of entrepreneurial competencies (ECs). Scholars accept that SMEs should have an intense understanding and empirical knowledge of DTs to reach competitive advantages against rivals; however, they show major failures in embracing marketing against corporate entities. This has created a great loss of opportunities, competitive advantages and it also hinders growth potential. This is a less researched existing problem. This study scrutinizes related literature on ECs and DMOs of entrepreneurs while testifying to their actual use. The research problem can be stated as the factors influencing ECs and their orientation toward digital marketing usage and actual use. The main objective was to understand the factors that impact ECs and their orientation towards digital marketing applications using literature. Forty-four Journal articles were examined, and the results indicate that the basic global digital adoption is over seventy-five percent; however, the actual use for marketing is much lower. Sixty-four percent of SMEs have adopted email technology; nevertheless, they do not use it effectively for marketing initiatives. Seventy-two percent of SMEs have websites, whereas regular updating and using marketing indicates less. More than ninety percent use social media, but do not use tools and techniques optimally. Only twenty-five SMEs in developed countries employ advanced digital technologies like AI, AR, VR, LLM and DA. The deficiency of competencies causes these insufficiencies. There are three key outcomes from the study. First, it gives an opportunity to highlight major trends, themes, and patterns in the modern marketing domain while providing an opportunity to recognize research gaps. Second, the study makes a significant contribution to entrepreneurial marketing theory and SME's marketing literature. Finally, it consolidates and summarizes existing knowledge, offering an obvious picture of the problem.
  • Thumbnail Image
    Item
    Key determinant of social media marketing adoption: empirical evidence from tourism SMEs in sri lanka
    (Postgraduate Institute of Humanities and Social Sciences (PGIHS), University of Peradeniya, Sri Lanka, 2024-12-19) Kumarasinghe, W.P.; D.A.C.S. Silva; Kuruppuge, R.H.; Athukorala, P.P.A.W.
    Digital technology (DT) has become decisive for businesses worldwide, and social media has become an integral part of the contemporary marketing domain. The adoption of social media marketing strategies (SMM) has materialized as a significant instrument for businesses to engage with existing and potential customers, promote products and services, and enhance brand visibility in the competitive marketplace. However, the literature indicates a need for digital technology adoption for marketing initiatives among small and medium-sized enterprises (SMEs), and the situation impacts reaching the fullest potential in competitive advantages. It hinders the growth potential. This is a noticeable problem in the SME marketing domain. This research study identifies the key determinants influencing the adoption of SMM strategies among tourism SMEs. It is particularly relevant to academic researchers, marketing professionals, and SME owners in the tourism sector. The study explores the factors and adopts the Technology Acceptance Model (TAM) and the Technology, Organization, and Environmental (TOE) model. A quantitative methodology was employed, using a structured questionnaire to gather data from 120 SMEs in accommodation, particularly owners and managers around Sri Lanka, including peers and competitors. Findings suggest entrepreneurs' perceived ease of use and usefulness significantly impact the decision to adopt SMM. Organizational context, mainly physical and human resources, is critical in determining whether SMEs are geared up with SMM initiatives. Technological infrastructure also has a significant influence on SMM adoption among SMEs. In Addition, the external business environment and fear of competition in the marketplace stimulate SMEs to adopt SMM to remain competitive. All entrepreneurs accept that SMM is crucial to customer reach, engagement, and retention. Conversely, privacy issues, lack of proficiency, and rapidly changing technologies hinder SMM adoption. The study indicates that SME accommodations require an appraisal of their individual, organizational, and technological readiness while maintaining sound knowledge of digital marketing trends, patterns, and customer preferences to execute SMM strategies effectively. The key determinants identified in this study facilitate SMEs' swift transition to a targeted marketing approach to reach potential tourists worldwide.