Date of Award
9-17-2024
Document Type
Dissertation
Degree Name
Doctor of Business Administration (DBA)
Department
College of Business
First Advisor
David Hood
Committee Members
Larry Hughes, Michelle Rego
Abstract
Small and medium-sized enterprises (SMEs) in the United States face challenges in adopting Business Intelligence (BI) systems, which are crucial for optimizing the competitiveness of digital marketing strategies. This study examines the adoption of BI systems among digital marketing teams in US SMEs through the lens of the Diffusion of Innovations (DOI) and Technology-Organization-Environment (TOE) frameworks. The primary research question guiding the study is: What factors influence BI adoption among digital marketing teams in United States SMEs?
Guided by constructs formulated through past research and the DOI and TOE frameworks, this study applied a quantitative research method involving an online survey panel of 205 digital marketers from SMEs in various industries in the US. Survey data was analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to evaluate the constructs in their relation to the adoption process. The findings of the analysis demonstrated that organizational factors, such as rational decision-making culture and the presence of project champions, significantly influence BI adoption in SMEs. Environmental factors such as external support also emerged as an important influencer. In contrast, technological factors such as cost and relative advantage showed lower impact on the BI system adoption process.
The findings of this study suggest that SMEs should focus on fostering an organizational culture that encourages an analytical approach to decision-making and actively seek external support to assist with BI system adoption. Insights from this research provide guidance for BI system developers, policymakers, and academics alike, empowering SMEs to leverage BI systems to improve their marketing competitiveness within their industries.
Recommended Citation
Giovannucci, Daniel L., "Understanding the Factors Influencing Marketing BI System Adoption in US SMEs" (2024). JWU Dissertations & Theses. 2.
https://scholarsarchive.jwu.edu/jwu_etd/2