Abstract:
Small sized businesses play an important role in the growth of economies all over the world, yet they appear
to be slow in adopting E-marketing technology to market their products and services which may lead to business
failure. This study sought to investigate the interrelationship between Coercive, Mimetic and Normative pressures and
e-marketing adoption intention. A cross sectional survey design was employed on a target population of 150 small
businesses in the hospitality industry in Kisumu County-Kenya. Stratified random sampling method was used to
generate the sample of 115 small businesses. Primary and secondary data were collected using questionnaire and
already existing literature respectively. Instrument reliability assessment was confirmed using Cronbach‟s alpha.The
data was analyzed using descriptive and inferential statistics using WarpPLS v.5 software. The results for Mimetic
pressure indicate a positive relationship with e-marketing adoption intention (β=0.176, p=0.019). Normative pressure
had a positive relationship with e-marketing adoption intention (β= 0.354, p<0.001). However there was no inter-
relationship between coercive pressures and intention to adopt e-marketing (β= 0.106, p= 0.133). Policy makers may
find these results useful for future policy formulations regarding adoption of e-marketing among small businesses.
Description:
Small sized businesses play an important role in the growth of economies all over the world, yet they appear
to be slow in adopting E-marketing technology to market their products and services which may lead to business
failure. This study sought to investigate the interrelationship between Coercive, Mimetic and Normative pressures and
e-marketing adoption intention. A cross sectional survey design was employed on a target population of 150 small
businesses in the hospitality industry in Kisumu County-Kenya. Stratified random sampling method was used to
generate the sample of 115 small businesses. Primary and secondary data were collected using questionnaire and
already existing literature respectively. Instrument reliability assessment was confirmed using Cronbach‟s alpha.The
data was analyzed using descriptive and inferential statistics using WarpPLS v.5 software. The results for Mimetic
pressure indicate a positive relationship with e-marketing adoption intention (β=0.176, p=0.019). Normative pressure
had a positive relationship with e-marketing adoption intention (β= 0.354, p<0.001). However there was no inter-
relationship between coercive pressures and intention to adopt e-marketing (β= 0.106, p= 0.133). Policy makers may
find these results useful for future policy formulations regarding adoption of e-marketing among small businesses.
