Factors influencing the adoption of digital marketing by Micro, Small, and Medium-Sized Enterprises (MSMEs) in Yemen

This study explores the factors influencing the adoption of digital marketing strategies by Micro, Small, and Medium-Sized Enterprises (MSMEs) in Yemen using a combined Technological, Organizational, and Environmental (TOE) framework and the Technology Acceptance Model (TAM), and the Diffusion Of Innovation (DOI) theories. Data from 358 MSME respondents in Sanaa, all utilizing some form of digital marketing, were collected through self-administered questionnaires, and structured face-to-face, and telephone interviews. The data was analyzed using Pearson's correlation and multiple regression, and item-total correlation, cronbach's alpha, and confirmatory factor analysis have been used to insure reliability and validity of the questionnaire. The study revealed that compatibility, complexity, Information and Communication Technology (ICT) experience, organizational readiness, top management support, customer pressure, and government and third-party support significantly influence digital marketing adoption. In contrast, relative advantage, competitive pressure, and type of product were found to be insignificant. By examining a politically and economically unstable region, this research extends the understanding of technology adoption in challenging environments. The findings offer practical implications for policymakers and business leaders, emphasizing the need for tailored digital support systems. Despite limitations such as the focus on a single country and reliance on self-reported data, the study paves the way for future research on technology adoption in similar contexts.