Models TAM and DIY in the application of digital marketing in Albanian businesses: Influencing factors

This study aims to explore the key factors influencing the adoption of digital marketing by businesses in Albania. By examining the motivations and attitudes of business owners and managers, this research seeks to identify the factors that drive the decision to engage in digital marketing. The sample was stratified: the sample size was 250 and was representative of the SME population in Albania. Research instrument in data collection was questionnaire: 250 questionnaires were distributed to business owners and managers across various municipalities in Albania, of which 225 were returned completed and only 25 from the returned ones were excluded from the analysis due to incomplete or data missing. The technology acceptance model (TAM) is applied in this context to understand the factors that influence digital marketing adoption, with particular attention to the adoption of social media for marketing and the ability of businesses to respond to technological opportunities. Six hypotheses were tested: (1) The perceived ease of use of digital marketing positively influences the goals of business owners/managers to adopt digital marketing; (2) The perceived usefulness of digital marketing positively influences the adoption decisions; (3) The intention to discontinue digital marketing is positively associated with continued use; (4) The level of perceived product quality; (5) The perceived control over digital marketing positively impacts its adoption; (6) The perception of entertainment and enjoyment enhances the adoption of digital marketing. To test these hypotheses, a quantitative methodology is employed, including the distribution of a questionnaire to business owners and managers across various municipalities in Albania. Statistical techniques such as regression analysis, Confirmatory Factor Analysis (CFA), and Structural Equation Modeling (SEM) were used in data processing. The findings will contribute to understanding the adoption of digital marketing in Albania and offer valuable insights for future business strategies.