Factors Influencing E-commerce Adoption: Industry Sector, Age Company, and Managerial Education

Objective: The objective of this study is to investigate how managerial education and company characteristics influence the application of digital marketing. The research contributes to SDG 8 – Decent Work and Economic Growth by exploring how the adoption of e-commerce and digital strategies in SMEs can enhance business performance and foster sustainable economic development. Theoretical Framework: This study is grounded in the Technology Acceptance Model (TAM) and relevant literature exploring digital transformation in SMEs. Method: A survey was distributed via Google Forms to business managers and owners in Tirana. Data were analyzed using SPSS with non-parametric tests (Mann-Whitney U and Kruskal-Wallis). Results and Discussion: Findings indicate no statistically significant differences between company sector, age, or education level and their digital marketing implementation, though manufacturing sectors and secondary education groups show higher inclination. Research Implications: This research informs digital marketing adoption strategies for SMEs, highlighting the need for targeted education and sector-specific policies, aligned with efforts to achieve SDG 8. Originality/Value: The study contributes empirical data from Albanian SMEs, emphasizing contextual challenges and opportunities for digital marketing practices in the Western Balkans.