Employing the Technology Acceptance Model (TAM) to Explain Digital Video Marketing Adoption and Sales Performance in Selected Nigerian MSMEs

This study employs the Technology Acceptance Model (TAM) to investigate the drivers of Digital Video Marketing (DVM) adoption and its subsequent impact on the sales performance of Nigerian Micro, Small, and Medium-sized Enterprises (MSMEs). Using a quantitative survey design, data were collected from 325 MSMEs in Lagos, Nigeria. The findings indicate a high level of DVM awareness (97%) and adoption, primarily driven by a strong sense of Perceived Usefulness (PU). An overwhelming majority of MSMEs reported that DVM increased customer engagement (95%), brand awareness (96%), and business revenue (~92%). The research empirically confirms that Perceived Usefulness significantly influences the Behavioral Intention to use DVM (r = .751, p < .001). Furthermore, the actual usage and frequency of DVM adoption significantly positively affect sales performance (χ² = 17.585, p = .001). However, the study identifies Perceived Ease of Use (PEOU) as a major moderating factor; as the challenges related to using DVM increase, the positive attitude toward it significantly decreases (r = –.686, p < .001). The study concludes that while MSMEs are highly motivated by DVM's benefits, a critical "awareness-proficiency gap" hinders their full strategic potential. Therefore, empowering MSMEs with the skills to effectively use DVM is more crucial than convincing them of its value.