A Framework to Sustain Impact Technology Startups In South Africa

The study employs the Technology-Organisation-Environment (TOE) model to develop a framework for adopting marketing automation tools by South African Impact Technology Startups (ITSs). This involved critically analysing the relationships between Awareness of marketing automation tools (AMAT) and the sustainability (SS) of ITSs. It also involved examining the relationship between the various factors of the TOE framework and AMAT and the mediating influence of AMAT in the relationship between the TOE framework factors and SS. This study employed a quantitative exploratory research design and was conducted in Johannesburg, Pretoria, Durban, Cape Town, and Mafikeng. Structural Equation Modeling (SEM) was used to test the various hypothesized relationships. The research revealed that Awareness of marketing automation tools has a direct positive relationship with the factors of the TOE framework and with the sustainability of ITSs. It also became evident that understanding marketing automation tools acts as a mediator in the indirect link between the TOE framework and the sustainability of ITSs.The findings of this study will pave the way for a deeper understanding of the role that marketing automation can play in the sustainability of ITSs.