A Study on Factors influencing the adoption of Content Marketing by Small and Medium Enterprises (SMEs) in India

Sudhakar Paul

Abstract


The main objective of this study is to determine the factors influencing the content marketing adoption by Small and Medium sized Enterprises (SMEs) in India. Based on two dominant theories in the field of diffusion of innovation, a conceptual model is proposed. In order to test the model empirically, an online survey was designed and launched. Decision makers of 400 SMEs agreed to participate in this survey. In order to evaluate the internal, convergent and discriminant validity of the instrument, factor analysis and reliability tests of panel data were performed. The logistic regression analysis was deployed to test the research hypotheses. The results of regression analysis reveal that Relative Advantage, Employees Knowledge, Competitive Pressure and Level of Innovativeness are the main influential factor in adopting content marketing.


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ISSN : 2251-1547