An evaluation of the factors influencing the organizational adoption of disruptive technologies in the field of marketing

With the accelerating pace of digitalization in today's business environment, the impact of disruptive technologies on firms' marketing strategies is becoming increasingly decisive. In this context, this thesis examines the factors influencing the organizational-level adoption of disruptive technologies in marketing within the framework of the Technology–Organization–Environment (TOE) theoretical model and applies the Analytic Hierarchy Process (AHP) method to determine the relative importance of these factors. As digital transformation deepens, disruptive technologies fundamentally reshape traditional marketing approaches, presenting both strategic opportunities and managerial challenges for organizations. Within this scope, a total of 17 sub-factors under the technological, organizational, and environmental dimensions of the TOE framework have been systematically identified and evaluated. The multi-criteria decision analysis conducted through the AHP method revealed that "perceived benefit," "technological quality," and "social pressure" emerged as the variables with the highest priority levels. At the dimension level, the technological dimension was identified as the most dominant factor group with a weight of 0.469, followed by the organizational and environmental dimensions. The findings indicate that marketing professionals prioritize technological benefits and social pressures originating from the external environment when adopting disruptive technologies. By integrating the TOE model with the AHP method, this study fills theoretical gaps in the existing literature through quantitative analysis. Thus, it offers both a theoretical contribution and a strategic decision-making framework for businesses undergoing digital transformation.