Digital transformation in emerging markets: the role of technology adoption and innovative marketing strategies among SMEs in the post – pandemic era
International Journal of Organizational Analysis
ISSN: 1934-8835
Article publication date: 12 December 2024
Abstract
Purpose
This study aims to evaluate the impact of the COVID-19 pandemic on technology adoption, innovation and business relationships among small and mid-sized enterprises (SMEs) in Ghana. Specifically, it examines how technical know-how and innovative sustainable marketing strategies mediate and moderate these relationships, offering insights into the broader dynamics of digital transformation and sustainability in emerging markets.
Design/methodology/approach
The study surveyed management and employees from SMEs in Ghana’s financial sector. A Partial Least Squares Structural Equation Modeling approach was used to test the constructs’ reliability and validity and evaluate the hypothesized relationships with 357 completed questionnaires out of 452 total responses gathered.
Findings
The results indicate that post-pandemic, challenges in maintaining business relationships and the lack of technical know-how have driven the increased adoption of technology and innovative sustainable marketing strategies. These factors have also contributed to improved hygienic practices among SMEs. The study concludes that these changes are crucial for accelerating digitalization and ensuring long-term sustainability for SMEs in developing countries, especially in the wake of pandemic disruptions.
Originality/value
This study provides a novel contribution by exploring the intersection of emerging technologies such as mobile applications and blockchain within the context of pandemic-induced digital transformation. The findings emphasize the importance of these technologies in shaping the future growth and sustainability of businesses. Additionally, the paper highlights both the limitations of the current study and proposes future research directions to further advance the understanding of digital transformation in emerging markets.
Keywords
Acknowledgements
The authors express their gratitude to the anonymous reviewers and the Editor-in-Chief of this journal for their valuable critiques and suggestions, which significantly contributed to improving the quality of this paper. The authors also extend their appreciation to the participants for their time and effort during the data collection process.
Disclosure statement: No potential conflict of interest was reported by the author(s).
Citation
Jibril, A.B., Amoah, J., Panigrahi, R.R. and Gochhait, S. (2024), "Digital transformation in emerging markets: the role of technology adoption and innovative marketing strategies among SMEs in the post – pandemic era", International Journal of Organizational Analysis, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/IJOA-05-2024-4509
Publisher
:Emerald Publishing Limited
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