See discussions, stats, and author profiles for this publication at: https://www.researchgate.net/publication/371045046
Factors Affecting the Adoption of Digital Marketing by SMEs in the Context of
Sri Lanka
Conference Paper · November 2022
CITATIONS
READS
0
913
1 author:
Venura Colombage
NSBM Green University
6 PUBLICATIONS 2 CITATIONS
SEE PROFILE
All content following this page was uploaded by Venura Colombage on 26 May 2023.
The user has requested enhancement of the downloaded file.
5 T H IN T E RN AT I ON AL CONFER ENCE
ON BUSI N E SS INNOVATION
ACCELERATING GROWTH
TOWARDS SDG ACCOMPLISHMENT
F OCU SING
Sustainable Business Consumption and Management
Business Management and Education for Community Upgrading
Policy Leadership and Workplace Culture towards Inclusivity
Digital Transformation and Community Upgrading
Biomedical advances for health longevity
Engineering and Design Innovations for Industrial Development
Mathematical Innovations for Industrial Development
OR GANIZED BY
NSBM GREEN UNIVERSIT Y, COLOMBO, SRI LANK A - NOVEMBER 25, 2022
(i)
D ISCLAI M E R
The views expressed in the papers published in these proceedings are those of the
authors. The statement and opinions stated either in the papers published herein
or at the conference and discussions do not necessarily represent the views of the
NSBM Green University of Sri Lanka. All papers are formatted using the seventh
edition APA referencing style.
If an author wants to present a work that has already been published or accepted
by the conference, they need to write to the chair of the conference and inform
that they are publishing the work elsewhere. However, the authors have the
authority to present only a part of the study and not the content in its entirety.
There might be some restrictions on how the authors can reuse the material that
has been published/accepted.
ISSN (Print): ISSN 2651-0103
ISSN (Online): ISSN 2651-0111
All rights reserved.
All rights reser ved. Copyright ©2022 by NSBM Green University.
(ii)
PR EFAC E
We consider it a great pleasure and a
privilege for us to present the
proceedings of ICOBI 2022 to the authors
and delegates of the event. We believe
that you will find it insightful, exciting, and
inspiring.
NSBM Green University is honoured to
present the International Conference on
Business Innovation (ICOBI) 2022 for the
fifth consecutive year. The NSBM, which
commenced a new chapter in the Sri
Lankan Higher Education System by
being the first of its kind in South Asia,
successfully held the fifth International
Conference on Business Innovation
(ICOBI) in 2022, attracting wide
recognition in both the local and
international arena.
With ICOBI 2022, NSBM takes a giant leap
in the academic context by creating a
platform to bring together both local and
foreign research conducted despite a
global pandemic that is also followed by a
global economic crisis. The theme of our
fifth International Conference is centered
on “Accelerating Growth Towards SDG
Accomplishment”, capturing the attention
of a multitude of contemporary
academics, researchers, and strategists.
In the year 2000, the United Nations
decided on millennium development
goals to be accomplished by 2015 in order
to establish a sound living environment
for humankind. However, in 2015, the
previously framed goals were re-designed
as “Sustainable Development Goals” (SDG)
(iii)
or “Global Goals” to be achieved by the
year 2030 via the muti-year strategy
implemented by the UN Global Compact
by focusing on social, economic, and
environmental conditions. As SDGs act as
a blueprint to achieve a better and
sustainable future for humankind, they
are implemented as a form of the
universal call to action to end poverty and
inequality and protect the planet while
ensuring that humankind enjoys health,
justice, and prosperity.
Therefore, accelerating growth towards
accomplishing sustainable development
goals is identified as a key strategy to
ensure an economically, socially and
environmentally
peaceful
living
atmosphere for humankind. Sri Lanka,
especially as a UN member state, thus
aims to accomplish these universal goals
to ensure the well-being of its population
while setting an example to the whole
world.
Accordingly, ICOBI 2022 aims to provide a
platform to discuss the issues, challenges,
and opportunities in developing SDGs
locally and globally. This conference will
further explore what innovations and
technologies are being leveraged to
accelerate the accomplishment of
sustainable development goals within a
limited time frame. During the ensuing
discussion, speakers stressed the
importance of accelerating the SDGs to Sri
Lanka as well as to other foreign nations
through
insightful
and
creative
recommendations. Papers and posters
presented at the conference and included
in the proceedings are intended to
provide further information.
In celebrating this milestone, it is our
privilege to acknowledge the guidance
and unwavering support extended by
Prof.
E.
A.
Weerasinghe,
the
Vice-Chancellor
of
NSBM
Green
University; the visionary leader behind
the success of this conference; and
Deputy Vice-Chancellor, Prof. Chaminda
Rathnayaka, for their support and
guidance throughout the process. We are
also grateful for the expert input and
constant guidance of Prof. J. Baratha
Dodankotuwa, the Head of Academic
Development and Quality Assurance;
without him, the conference would not
have been a success.
Finally, we would like to extend our
gratitude to all the local and international
presenters and participants for their
contribution to the success of this
conference. Moreover, we are grateful to
all the reviewers who assisted us in
compiling the conference proceedings
and maintaining the high quality of the
manuscripts. ICOBI 2022 undoubtedly
creates a platform for valuable academic
contributions and intellectual discourses
that will enhance the quality of higher
education while eventually contributing
to the development of the world
tomorrow. The timely theme of the
conference will also contribute to creating
a safer and more prosperous living
ambience for the future generation in the
(iv)
world. We wish all the attendees a
productive and wonderful time at ICOBI
2022, organized by NSBM Green
University, Sri Lanka. With your support
and participation, the conference will
strive towards success. Until then, we
hope your experience with us remains
fruitful and long-lasting.
The Conference Organizing Committee
ICOBI 2022
MESSAGE F R OM
VICE-CHAN CE L LOR
Green University, which has already been
acclaimed as an invaluable resource that
determines effective outcomes for the
country following the conclusion of four
successful conferences.
The fifth International Conference on
Business Innovation is unfolded amidst the
country's economy demanding efforts to
assist gain momentum for rapid growth.
Having this in context, ICOBI 2022 with the
theme of "Accelerating Growth Towards
SDG Accomplishment" focuses on
implementing collective efforts to create
new knowledge and share insights that
encourage sustainable and futuristic
approaches to economic growth. Thereby I
believe this international conference is
timely and makes an excellent platform for
multidisciplinary scholars to present their
works and enable a productive discourse
on varied fields.
Promoting scientific culture within
scholarly
communities
becomes
instrumental for emerging economies to
reach growth potential and foster
development. As revealed by the strong
evidence
from
many
developed
economies, research and innovation
resulting from scientific culture have
enormously influenced progress over a
series of setbacks in different sectors.
Universities, as hubs of research and
innovation, have essential functions to
carry out in positively accelerating a
country's societal and economic growth.
In contribution to this objective, it is an
absolute honour to organize the fifth
consecutive International Conference on
Business Innovation (ICOBI) 2022 at NSBM
(v)
I am confident that ICOBI 2022 will
generate a great deal of value for
enhancing the university's research culture
as well as for the development of our
nation. Hence, I make this an opportunity
to extend my heartiest congratulations to
the organizing committee for attracting a
wide array of high-quality papers from
experts in their fields.
Most of all, I express my sincere
appreciation to all the presenters and
delegates for enriching our annual
conferences
with
their
insightful
presentations, intense discourse and
collegial relationships, and I wish them a
most informative and fruitful conference.
Thank You.
Prof. E. A. Weerasinghe
MESSAGE F R OM
DEP UT Y VI CE -CHAN CELLOR
With ICOBI 2022 focused on the theme
"Accelerating Growth Towards SDG
Accomplishment", NSBM embarks on a
whole new process that induces novelty
and innovation over a vast area of concern.
By providing a knowledge platform of such
importance, we are able to inculcate and
disseminate
profound
and
thought-provoking
ideologies
and
discourse among interested local and
international academia that indeed will
take the country towards a better
tomorrow.
It is with great pleasure I pen down this
message for the fifth International
Conference on Business Innovation (ICOBI)
2022, organized by NSBM Green University.
It is worth noting that the times we live in
are overwhelming and undoubtedly call
for transformation in the national economy
and urge a sustainable foundation for the
generations to come. NSBM Green
University, being the nation's premier
higher education provider, has set its
mission to commit to the national
demands and requirements by inspiring
the current and future generations of
leaders, creating new knowledge through
research and innovation, and contributing
to shaping the direction of the nation's
economy.
(vi)
Whilst I keenly anticipate a fruitful
conference of timely and informatively
essential, I would like to extend my
heartiest wishes to all the participants and
also hope that ICOBI 2022 will mark a
tremendous milestone in the history of
NSBM.
Thank You.
Prof. Chaminda Rathnayaka
MESSAGE F R OM
T H E H EA D OF AC ADE MIC DE VELOPMENT
A ND QUAL I T Y ASSUR ANCE
disciplines since its onset. The university
places ICOBI at the apex of such efforts,
hosting a knowledge platform annually
to bring together local and international
experts keen on establishing discourses
on critical issues that demand attention.
Taking on the responsibility of directing
the nation's economic development
through sustainable strategies, ICOBI
2022 is organized with the theme of
"Accelerating Growth Towards SDG
Accomplishment" to bring in scientific
solutions
to
address
challenges
effectively while providing quantifiable
real-world benefits.
It is my utmost pleasure and pride to
extend warm greetings to the
International Conference on Business
Innovation (ICOBI) 2022 at NSBM Green
University. Inspired by the spirit of
lasting success procured with hosting
four previous conferences, I sincerely
hope 5th ICOBI will also imprint a more
significant impact through new
knowledge and strategies evolving for
decisive actions.
With an impactful and societally
relevant research culture embedded
into the heart of university culture,
NSBM has been endeavouring to tackle
pressing issues at the face of
communities via nurturing new and
existing knowledge in various
(vii)
I would like to express my appreciation
to the Organizing Committee for the
hard work they have put up in making
this topical event a success. Whilst
congratulating all the participants of
ICOBI 2022, I hope this conference will
become another rewarding endeavour
that can take us closer to untangling at
least some of the issues confronted by
humankind.
Thank You.
Prof. J. Baratha Dodankotuwa
MESSAGE F R OM T HE CONFER ENCE CH A IR
to build a prosperous future for
everyone in the long run. Reflecting
upon these demands, the 5th
International Conference on Business
Innovation conference stretches out
on the timely and topical theme of
"Accelerating Growth Towards SDG
Accomplishment", fostering novel
research,
innovations
and
implementations
on
a
broad
spectrum of areas.
I am delighted and honoured to bring
forth this message on behalf of the
Organizing
Committee
of
the
International Conference on Business
Innovation (ICOBI) 2022 of NSBM
Green University. The successful
journey
of
ICOBI
over
four
consecutive years has indeed marked
tremendous milestones in the history
of NSBM, leaving behind discourses
on a number of topics with the
participation of many academics and
researchers around the world.
ICOBI
2022
unfolds
amidst
compelling circumstances driven by
the demands of the nation's economy
for scientific solutions and innovation
(viii)
Being South Asia's first Green
University Town, we at NSBM believe
in sustainable development and
going green as crucial factors for
growth
in
economies
and
communities
where
significant
change
can
impact
future
generations. Towards these factors,
the
conference
provides
an
opportunity for undergraduates,
academics, emerging researchers and
experts to present findings, exchange
ideas,
and
consider
possible
collaborations. The inclusion of
insightful
keynotes
and
guest
speeches from prominent personnel
will also present the audience with
valuable perspectives on future
development implementations.
As Conference Chair, it is my belief
that the ultimate success of a
momentous event of this sort
ultimately relies upon the work and
strength of many individuals who
were involved in the process from the
initiation. Hence, I would like to
express my heartfelt gratitude to the
Staff of NSBM led by the Vice
Chancellor, Prof. E. A Weerasingha, for
the immense support in contribution
towards the vision of enhancing the
research culture at the university.
In
particular,
the
tremendous
commitment and dedication of the
Organizing Committee in making
ICOBI 2022 a reality should certainly
be highly appreciated. On behalf of
the Organizing Committee, a special
note of gratitude is also extended to
all the speakers, authors, and
presenters for allotting their valuable
time and efforts towards the success
of this conference. Finally, I earnestly
hope you will enjoy ICOBI 2022 to the
fullest and take away many fond
memories of your time with us.
Dr. Chaminda Wijesinghe
Conference Chair,
International Conference on
Business Innovation 2022,
NSBM Green University.
(ix)
OR G ANIZI N G COM MI T TEE
ADVISORY B OA R D
Prof. E. A. Weerasinghe
Prof. Chaminda Rathnayaka
Prof. J. Baratha Dodankotuwa
- Vice Chancellor
- Deputy Vice Chancellor
- Head, Academic Development and Quality Assurance
CONFERENC E CO MMI T TE E
Dr. Chaminda Wijesinghe
Dr. Nuwanthi Katuwawila
Ms. Sashini Gayanika
Ms. Tharushi Piyumalee
Ms. Thilini De Silva
Dr. Rasika Ranaweera
Dr. Chandana Perera
- Conference Chair
- Conference Co-Chair
- Conference Co-Chair
- Conference Secretary
- Dean, Faculty of Business
- Dean, Faculty of Computing
- Dean, Faculty of Engineering
RE VIE W B OA R D
Prof. Henrick Hansson
Prof. Devendra Bahadur Thapa
Prof. Jari Porras
Prof Athula Perera
Prof. Anuja Dharmaratne
Dr. Dan Zhao
Dr. Chathumi Kavirathna
Dr. Yamaya Ekanayaka
Dr. Madhuka Subasinhge
Dr. Lasanthi De Silva
Dr. Kasuni Weerasinghe
Dr. Charitha Perera
Dr. Isuru Koswatte
Dr. Laksiri Weerasinghe
Dr. Dilanka Fernando
Dr. P.G.R.S. Ranasinghe
Dr. Niranjika Wijesooriya Gunarathne
Dr. Asanga Wickramasinghe
Dr. Kasun Gunawardana
Dr. Asangi Jayathilaka
- Stockholm University, Sweden
- University of Agder, Norway
- Lappeenranta-Lahti University of Technology, Finland
- University of Peradeniya, Sri Lanka
- Monash University, Malaysia
- University of Bath, United Kingdom
- University of Kelaniya, Sri Lanka
- University of Westminster, England
- Auckland University of Technology, New Zealand
- University of Colombo, Sri Lanka
- Massey University, New Zealand
- Northumbria University, England
- University of West Scotland, Scotland
- University of Sri Jayewardenepura, Sri Lanka
- Monash Institute of Pharmaceutical Sciences, Australia
- University of Peradeniya, Sri Lanka
- University of Sydney, Australia
- Coles AAC, Melbourne, Victoria, Australia
- University of Colombo, Sri Lanka
- University of Adelaide, Australia
(x)
Dr. K.K.R. Perera
Dr. Rajitha Ranasinghe
Dr. Lakshika Navarathne
Dr. Tharaka Gamaachchige
Mr. I.G. Perera
- University of Kelaniya, Sri Lanka
- University of Peradeniya, Sri Lanka
- University of Peradeniya, Sri Lanka
- Uva- Wellassa University, Sri Lanka
- Supply Chain and Lean Management Specialist
OR GANIZING CO MMI T TE E
Mr. Mohomed Shafraz
Mr. Naji Sravanabavan
Mr. Sulakshana De Alwis
Ms. Upeksha Hetttithanthri
Ms. Bhasuri Amarathunga
Ms. Dilini Dissanayake
Mr. Kasun Dissanayake
Ms. Kaumadee Samarakoon
Ms. Piyumi Wickramsinghe
Mr. Prabhath Buddhika
Ms. Chalani Oruthotaarachchi
Mr. Gishan Abhayagunarathna
Ms. Jinandi Patabandi
Ms. Aushadharie Kaushalya
Mr. Chandima Gayan
Mr. Janith Iddawala
Mr. Shaja Musthaffa
Mr. Dilhara Batan Arachchi
EDITORIAL CO MMI T TE E
Ms. Piyumi Wickramasinghe
Ms. Gayanthi Mendis
Ms. Natashya Chamba
Ms. Jinandi Chathurya
Ms. Isuri Caldera
Ms. Roshni Samarasinghe
Ms. Nethmi Udara
Ms. Fairoza Fairooz
Ms. Ashani Jayasundara
Designed By : Mr. Ashika K. Witiwalarachchi
(xi)
CONTENTS
The Role of Dynamic Capabilities, Digital Capabilities and Social Capital
on Resilience and Recovery of SMEs During and After Covid-19 in Sri
Lanka
001
Factors Affecting the Adoption of Digital Marketing by SMEs in the
Context of Sri Lanka
012
Exploring the Casual Shirt Preferences of Young Men in Sri Lanka
025
Reversible Jacquard Knitted Fabrications: Perceptions of Sri Lankan
Customers
034
Evaluation of Challenges and Opportunities in Application of Green
Practices to Shipping Firms in Sri Lanka
040
Sustainable Development On Tea Estates of Welimada: Sustainable
Practices for The Increase of Brand Recognition
050
Influence of Brand Equity on Purchase Intention for Natural Handworks
061
The Impact of Waste Management Practice Initiatives on the
Sustainability of commercial banks in Sri Lanka
076
Social Media Organic Promotions for Online Entrepreneurs
081
A Study of Factors Associated with Realistic Design Innovations to
Develop & Enhance the Apparel Industry of Sri Lanka
088
The Systematic Review Method: Adaptation of Innovative Products by
Technicians in the Automotive after Marketer Business
096
Influencer Marketing and Electronic Word of Mouth:
A Methodological Review
100
D.M. Mudalige
R. K. Madurapperuma and V. K. Colombage
N. Seram and O. Sugathapala
N. Seram and O. Sugathapala
W.S.M. Silva, C.W. Ratnayake and M.G.A. Saumyamala
N M S U Nissanka
N.M.S.U Nissanka
Malshadi Serasinghe, Pethmi De Silva and Chithrashili
Gunaratne
S.K.D.K.C.S. Amarasinghe, Rinas Mohomed,
Nisha Jayasuriya and Pubuddi Shamila
S.G.B.N. Kulathilake
G.Sundaresh
W D H De Mel
(xii)
Leveraging Green Thinking as a Motivator to Influence Consumer
Purchasing Intention
115
Impact of Family-Centered Life and Work-Centered Life on Employee
Performance with Special Reference to Telecommunication Industry
in Sri Lanka
123
Aligning Student Behavior, Pedagogy, and Academic Performance
Thorough Learning Analytics: A systematic Methodological review
130
Need for Guidance and Counseling Training for Teachers in Sri Lanka:
A Study Based on the B.Ed. Undergraduates at the University of
Vocational Technology
148
The importance of Fashion for the Career Growth of White-collar
Female Employees in the Apparel Industry, Sri Lanka
154
The Impact of Mindfulness-Based Interventions on University
Scholars’ Well-Being And Academic Performance: A Systematic Review
160
A Review of Methodological choices relating to Employee Turnover in
Female Dominant Service Industries
176
Selection Criteria for an Enterprise Resource Planning (ERP)
System for a Business Organization
187
Constructivist Approach to Curriculum Development:
A Methodological Literature Review
193
Media and its Intersections with Workplace Femininities:
A Systematic Literature Review
206
Online Education for Sustainable Development: An Analysis of Test
Scores of Tertiary Sri Lankan ESL Learners in Onsite Summative and
Online Summative Examinations
213
D. Weerasekara, T. Yatawara and J. Iddawala
Vasantharuban Sivaraja and Thisuri Jayathilake
A. Pathiranage
L.A.M.H.P. Udayakumari
M A H S Hansadhi, D S Wijerathne and C. Thenuwara
G P K Perera
K.De Silva
T.A Gunathilaka
S. Goonewardene
Z.N Chamba
Nethmi Udara, Fairoza Fairooz, and Ashani Jayasundara
(xiii)
Evaluation of Day Pattern Choice of Individuals in the Western
Province of Sri Lanka
221
Formalised Emotional Labour in The Higher Education Sector:
A Systematic Literature Review
231
Impact of Career Indecision on University Student's Academic
Engagement: Mediating role of Hope
243
Building Inclusive Workplace Culture in Underdeveloped Countries
Focusing on Marginalized Communities
248
Do Sri Lankan Companies Disclose Sustainable Performance
Satisfactorily?
263
Enterprise Risk Management and Addressing New Risks in The
Post-Pandemic Economy
274
Selection and Evaluation of a Third-Party Logistics Service Provider in
Sri Lanka – Methodological Review
287
Millennials Reshaping Organizational Culture: A Qualitative
Systematic Literature Review
298
Collective Leadership Unleashed: from Concept to a Reality : A Case
Study from Dankotuwa Porcelain
307
A Study about Foreign Direct Investments to Colombo Stock Market:
Determinants and Impact - A Review of methodological Approaches
324
Which Presentation Format of Hotel Online Reviews Appears to be
More Trustworthy for Generation Z Travellers? An Analysis of Trusting
Attitudes and Behavioural Intentions in Sri Lanka Context
336
M.M.M. Shaja, A.H.M.A. Fayeek and G.L.D.I. De Silva
Aushadharie Kaushalya
Sulakshana De Alwis and Anne Pathirange
G.W.A.K Piyasumana
T.Sooriyaarachchi and D Dissanayake
C. Rathnayake
K. P. P. Perera
S Sudirikku
Vidusha Nathavitharana
V.R.I. Kumara
K.G.L.S. Weerawardana, J. Liu, and L. De Silva
(xiv)
Psychosocial Stressors and Construction Labor Productivity: A Review
351
Impact of Macro-Economic Factors on the International Tourist Arrivals:
An Analysis of Sri Lanka and its Regional Competitors
362
The Migration Intention of the Youth of Sri Lanka: A Concept Paper
372
A Review of Methodological Choices in Green Human Resource
Management Research
377
Beyond the Boundaries of Insurance Strategies: A Case of NCD- Related
Insurance Policies in Sri Lanka
389
Career Nextgen: Uplifting the Career by Improving People’s Professional
Capabilities and Competencies
396
Pre-Co: The Next Generation of E-commerce
407
Steganography For Extreme Secure Communication
414
A Housing Price Prediction and Forecasting System for Sri Lanka
424
Design and Development of Air Quality Monitoring System for Higher
Education Institute using MQ-2 and MQ-8 with WSN and IoT
433
IoT-based Air Pollution Monitoring System for Surrounding Environments
in Private Education Institute using MQ135 and MQ7 Sensors
438
An Over-The-Top Video Streaming Platform Enhanced with Artificial
Intelligence
445
P.L.K.A. Nishadini and A.A.B. Bhagyani
A P N Assella, A P R P Pathirana and H M S D Wijekoon
S. S. E. Joseph and D.M.K.T. Dissanayake
Amarathunge Achchige Bhasuri Bhagyani
M.C. Bodhinayake, C.N. Dissanayake, G.A.N.R. Ganepola, T.A.K.
Malkanthi, T.A.T. Dhanushka
N. Dhananjani and C. R. Oruthotaarachchi
R. K. S. Ransika and C.R.Oruthotaarachchi
P.J Rathnayaka and A.A.V Perera
E.M.S.K. Ekanaayke and D.U. Vidanagama
I.S.H. Jayathunga, D.R.N. Piumika, B. Babyselani, T. Babyshalini,
K.R.S. Jayarathna, S. Ranjitha and H.M.D.S Herath
Y.A.U. Dilusha, T Priyanka., M., Zahir, T. Yogamalar, N.
Wijethunga, and H.M.D.S Herath
Thalalle Gamage Shavindu Avishka and Rasika Ranaweera
(xv)
Criminal Vehicle Identification using Computer Vision and Deep Learning
455
ZenDesk – A Smart Platform to Improve the Emotional Fitness of the
Workplace Employees
462
The Impact of the Working Hours on the Work-Life Balance of Remote
Workers in Sri Lanka during COVID-19
469
Weighted Gene Co-expression Network Analysis to Identify Key Modules
and Hub Genes Related to Withanoloides Biosynthesis Pathway in Datura
metel
478
The Effect of Gut Microbiome Composition on Human Mental Health
486
Key Problems of Straw Fuel Ethanol
493
Remodeling the Cancer Angiogenesis by Nanoparticles: A novel approach
to Cancer Treatment
501
Glutathione Encapsulated Liposomes for Efficient Delivery in
Pharmaceutical and Cosmeceutical Products
508
Use of the Internet of Things to improve the quality of
patient care in nursing
517
A Review on the Possible Opportunities for the Use of Unmanned Aerial
Vehicles in Sri Lankan Tourism and Hospitality Industry
521
Digital Twin in Construction Waste Minimization: A Bibliometric Analysis
528
Use of Montmorillonite Clay Mixtures as Engineered Soils for Plant Survival
in Low Water Conditions
542
Lihini Nisansala and Rasika Ranaweera
Ajini Perera and Pavithra Subhashini
Vinu Balasuriya and B. Lakshani E. Jayasinha
Madhavi Hewadikaram and Kithmee De Silva
E.J.M.I.K Jayasundara
R.C.S. Rathnage, A.P.H.D. Bandara, N.G.T. Gayum
M.T.H. Tharika, and Nuwanthi.P. Katuwavila
H. P. Ally, C. Sodimanage, N. Lakshani and D. Dahanayake
G.A.G.S. Yasarathne, H. Yashomala, V.Ekanayake, K,P.
Dissanayake, R. de Silva, C. Sandaruwan, V. Jayaweera
H.D.I. Piyumini and I.U.E. Naotunna
A.D.D.J Chandrasekara
G.Thirnagama, K.Purasinhala, L.L. Perera, C.Sandaruwan,
A.Siriwardhana
(xvi)
The Usage of Infrastructural Volumes as Sustainable Democratic Public
Platforms
547
Factors Affecting the Shopping Experience in Supermarkets for Senior
Citizens of Sri Lanka
556
Level of Student Collaboration in Online Design Studios
575
Impact of Interior Design Elements on Work from Home Spaces
581
A Novel Cryptosystem Using Multipartite Graphs
590
Graceful Labeling of Chain Graphs with Pendants
595
Smash – Hom Duality for Pointed Simple Reflexive Graphs
599
Another Quadratic Form on the Tangent Space at a Point on a Smooth
Surface Embedded in R^3
603
Forecasting Performance Comparison of ARIMA and VAR Models in
Dengue Cases Prediction for Five Districts in Sri Lanka
607
A Novel Cryptography Scheme as a Variant of the ElGamal Algorithm
615
AI-Based Vocal Judging Application
619
Feasibility Study of Detecting the Angle of Elevation and Angle of
Bearing using OpenCV
628
ERP Implementation Critical Success Factors;
A Study from Sri Lankan Context
632
Mahima Herath
S. S .Ganepola
Upeksha Hettithanthri
E. P. S. T. Rajaratne
M.D.M.C.P. Weerarathna, A.A.I Perera and P.G.R.S. Ranasinghe
W.K.M. Indunil, and A.A.I. Perera
M.D.M.C.P. Weerarathna and K.M.N.M. Chathuranga
M.W.D.P. Somathilake and K.M.N.M. Chathuranga
Dilusha N. Senarathna, Malima S. Atapattu, and
Sachith P. Abeysundara
Madusha Chathurangi and Rajitha Ranasinghe
Pasan A. Silva and Rasika Ranaweera
W.M.W.P. Wijayakoon, P.G.B.A.H. Jayarathne, J.T. Kalani,
K.T.D.C. Samaraweera and M.D.B. Madhuwanthi
Senal Dewanjith Fernando and Chalani Oruthotaarachchi
(xvii)
Factors Affecting the Adoption of Digital Marketing by
SMEs in the Context of Sri Lanka
R. K. Madurapperuma1, V. K. Colombage2
1
NSBM Green University Town, Homagama, Western Province, 100206, Sri Lanka
rakindu.madurapperuma@ucdconnect.ie
2
NSBM Green University Town, Homagama, Western Province, 100206, Sri Lanka
venura.c@nsbm.ac.lk
ABSTRACT
The business world’s shift into the digital age has
only been fast-tracked by the COVID-19
pandemic, which forced companies to conduct
business via digital means, and digital marketing
is one of its many latest trends. This study
investigates factors that motivate SMEs to adopt
digital marketing strategies, specifically social
media marketing, by SMEs in Sri Lanka. the
researcher has selected the TOE framework as
the basis for this study. After a thorough
literature review, the researcher proposes a
mixed research strategy using online surveys and
interviews to answer the research question. The
researcher has built the research plan so that
limitations are minimized.
7.
the total number of SMEs in Indonesia amounted
to 58.97 million. In the context of Sri Lanka,
which is the focus of this study, SMEs amount to
more than 75% of the total number of enterprises
in Sri Lanka, and contributes to 52% of the total
Sri Lankan GDP (Rasool and Dissanayake, 2019;
Ministry of Industry and Commerce, n.d.). It is
evident SMEs play an important part in a
country’s economy, whether it’s a developing
country like Sri Lanka or Indonesia, or a
developed country, like the U.S.
The world has now become more and more
reliant on technology, with an accelerated pace
since the introduction of the Internet. The use of
the Internet and browser technology to navigate
the Internet has made the average consumer
aware and has given them all the information
they need to make an informed purchase (Suroso
& Rafinda, 2021). Businesses have to take this
into account when marketing their products and
the use of digital marketing to have this
information available for their consumer has
becoming more of a necessity. In fact, Adam et
al. (2020) has said that the success of a
company’s marketing efforts is determined by
the company’s website, social media, and digital
advertising (all of which are included under
digital marketing).
INTRODUCTION
Small and Medium sized enterprises have an
important part to play in an economy, in terms of
job creation, innovation and economic
contribution, and so often, is even a top priority
for many governments, especially in developing
countries (Thaha et al., 2021; Nuseir, 2018;
Rasool & Dissanayake, 2019; Zhuang et al.,
2017; James, 2020). Thaha et al. (2021) and
Qalati et al. (2021) have found that around 90%
of the world’s businesses are SMEs, and also
provide more than 50% of the jobs globally
(these figures may be even higher as this
information
doesn’t
include
informal
organizations). James (2020) has discovered that
two thirds of the private sector jobs in the U.S.
are provided by SMEs. Further, research
conducted by Adam et al. (2020) revealed that
8.
RESEARCH PROBLEM
Digital Marketing are an important set of tools
for the running of a business, and SMEs can
enjoy several benefits from the adoption of
digital marketing, i.e.: reduction in cost,
12
ANNUAL INTERNATIONAL CONFERENCE ON BUSINESS INNOVATION (ICOBI) 2022
attracting and engaging new customers, boosting
brand awareness, improve customer satisfaction
and loyalty, improving sales and performance
etc. (Setkute & Dibb, 2022; Nuseir, 2018; Siraj
et al., 2021). Rasool and Dissanayake (2019)
state that digital technology can provide SMEs
with valuable information and knowledge,
increased efficiency and productivity, better
connections with suppliers etc. These benefits
provide SMEs with an edge over the
competition, which they so desperately need as
they already face a lot of barriers and constraints,
such as limited resources (Setkute & Dibb,
2022), the inability to influence prices or
quantity (Rasool & Dissanayake, 2019), poor
infrastructure (Busaidi et al., 2019) etc.
tourism business activities in Sri Lanka during
the post-COVID era.
As it can be seen, the move to digital
business, while it began as an attempt to survive
during the pandemic, has now become the new
normal. A hybrid working environment is not out
of the ordinary anymore. Customers today prefer
getting their information via online means and
find it easier to shop and buy through websites
and social media (Redjeki and Affandi, 2021). It
is reported that the average internet user spends
up to 6hrs and 42mins online per day, and spend
2hrs and 24mins of that on social media (Redjeki
and Affandi, 2021). Therefore, today, an online
presence for a business is no longer a luxury but
a necessity.
Social Media Marketing, which is the focus
of this research, has several advantages that are
very useful for the running of SMEs. SMM is
known to be a very cost effective method of
advertising and requires little to no additional
resources, which is useful for SMEs as they have
very limited access to finance and other
resources. The use of SMM will provide them
with very valuable information and metrics
(through likes, follows, comments, shares etc.)
which can be used for future marketing efforts
(Zahay, 2015). SMEs, being much smaller than
large multinationals and conglomerates, have the
advantage of being able to react much faster to
changes in customer demands and trends since
they have much shorter and familiar chains of
command. With the use of the information
gathered from social media about their
customers, SMEs will be able to react much
faster to the customers’ needs than large
companies. Further, SMM provides SMEs with
the ability to market their products abroad and
break in to untapped markets. However, it is
apparent from reviewing existing literature that
while the theory behind the use of SMM by
SMEs is sound, it isn’t practiced much as it
should be, thus a lot of potential revenue,
productivity and marketing is lost. This paper
hopes to identify the possible factors that
discourage and/or encourage owner/mangers of
SMEs from adopting SMM and what barriers lay
in between them and successful adoption of
SMM for their businesses, so that SMEs can
However, SMEs are still very hesitant and slow
to adopt digital marketing (Setkute & Dibb,
2022; Nuseir, 2018). Several studies discovered
minimal adaption of social media marketing, and
minimal investment for digital marketing efforts
(Qalati et al., 2021; Michaelidou et al., 2011;
Zhuang et al., 2017; Alkhater et al., 2018; Skafi
et al., 2020; Gamage, 2019). This research
intends to investigate this discrepancy. This
study explores the following research question:
What factors exist for SMEs in Sri Lanka to
adopt Digital Marketing Strategies as part of
their operations?
9.
RATIONALIZATION
As mentioned before, the COVID-19 pandemic
has fast tracked the digitalization of businesses
worldwide as employees and supervisors were
forced to carry out their jobs from home via the
internet. SMEs particularly suffered a great deal
during the pandemic (Weerarathna et al., 2022).
Hemachandra and Sharkasi (2022) have found
that there has been a surge in digitalization of the
business activity of Sri Lanka’s retail sector
during and post-pandemic, with digital
marketing being a front runner in the businesses’
race to digitalization. Perera et al. (2021) and
Rathnaweera et al. (2021) provides further
evidence through their research, where they
prove that there is a positive relationship between
digital marketing and the effectiveness of
13
ANNUAL INTERNATIONAL CONFERENCE ON BUSINESS INNOVATION (ICOBI) 2022
Based on these definitions and the researcher’s
own knowledge and understanding, Digital
Marketing can be defined as the use of digital
technologies to facilitate engagement with
customers, or as Adam et al. (2020) defines it,
“maintaining relationship-based interactions
with the customer.” It will be an ongoing process
of learning about the customers through digital
marketing and sales, and using what you’ve
learnt during the next marketing effort (Zahay,
2015).
understand the benefits of SMM and Digital
Marketing and understand what needs to be done
to adopt these tools and strategies.
10. RESEARCH OBJECTIVES
The objectives of this study are the following:
a) To identify and understand the factors
that motivate SMEs to adopt digital
marketing
b) To understand the attitudes of SME
managers towards SMM
c) To understand the relationship between
the identified motivational factors and
Social Media Marketing (SMM).
Debra Zahay’s (2015) book, ‘Digital Marketing
Management: A Handbook for the Current (or
Future) CEO,’ states that with the as time went
on marketing became less traditional and more
digital, and the control of the marketing process
slowly went from the company have total control
of the marketing process, to the customer now
holding total control of the marketing process.
This is because, as Zahay (2015) put it, modern
day marketing goals were not limited to just
Attracting, Acquiring and Retaining, but also
Engaging customers. It is the engagement that
separates Digital Marketing from traditional
marketing.
11. SIGNIFICANCE
Digital Marketing, although is a new concept,
has been investigated and researched thoroughly.
However, most of the empirical studies found on
Digital Marketing are related to large businesses.
This research plans to explore the relationship
digital marketing has with SMEs, in which there
are very few studies of. There are even fewer
studies on Sri Lankan SMEs and their
relationship with Digital Marketing, which is the
main focus of this study. This paper hopes to
contribute to filling this gap.
SMEs, in the context of Sri Lanka, are
companies that employ less than 300 people and
have an annual turnover of less than Rs. 750
million (Ministry of Industry and Commerce,
n.d.). Medium-sized companies have an annual
turnover between Rs. 251-750 million and
employ around 51-300 employees, and smallsized companies have an annual turnover
between Rs. 16- 250 million and employ around
1-50 employees (Ministry of Industry and
Commerce, n.d.).
12. LITERATURE REVIEW
12.1.
Digital Marketing and SMEs in Sri
Lanka
Across various studies, Digital Marketing has
been perceived and defined differently, although
they all portray a similar idea. Karatum (2017)
defines Digital Marketing as a branch of
marketing that utilizes digital channels to market
and communicate with the customer. Adam et al.
(2020) cites the American Marketing Association
when defining Digital Marketing as “the activity,
institution and process, facilitated by the digital
technology of creating, communicating and
conveying value to customers and other
interested parties.” Thaha et al. (2021) defines
Digital Marketing as utilizing digital technology
to market goods, services, information and ideas
through the internet, and other electronic media.
As stated earlier, there are a lot of benefits that
SMEs could obtain through the adoption of
Digital Marketing. However, there are several
factors hindering the adoption of SMEs. It is
stated that SMEs in Sri Lanka possess
insufficient knowledge and skills (“Small and
Medium Enterprises”, 2022). Insufficient
information and knowledge would make
owner/managers weary of going digital, because
they may not understand how to fully utilize the
14
ANNUAL INTERNATIONAL CONFERENCE ON BUSINESS INNOVATION (ICOBI) 2022
technology, or how to train the staff to be fully
equipped to deal with the technology (“Small
and Medium Enterprises”, 2022). Another
problem is the lack of finance and infrastructure
(Rasool & Dissanayake, 2019; Busaidi et al.,
2019) which is also faced by SMEs in Sri Lanka
(“Small and Medium Enterprises”, 2022).
Digital Marketing, to be carried out effectively,
would need a substantial budget allocation for
analysing customer data, formulating marketing
campaigns, hiring or outsourcing specialists etc.,
which SMEs may not consider as something
worth spending on. There, is also a problem with
the distribution of power in Sri Lankan
companies where the powerdistance is very high
(Ifran, 2016). This means that power and control
in an organization will be centralized and, in an
organization, will be less control with the
subordinates and more control with the
owner/managers (Iran, 2016). Thus, employees
going to managers and pitching new ideas are
less likely due to fear of authority, leading to
slower adoption of digital technology.
12.2.
Social Media Marketing (SMM) and
SMEs
Social Media is also known as Web 2.0 (Qalati et
al., 2021; Michaelidou et al., 2011; Chatterjee &
Kar, 2020). SMM is the use of social media to
connect with, engage with, and understand
customers with the company’s marketing goals
and objectives in mind (Zahay, 2015). SMM is
the focus of this research is because it is a digital
marketing mode that is not only available to large
companies, but smaller companies as well (Qalati
et al., 2021) since it enables the companyto use,
advertise, market and sell at much low cost
(Ainin et al., 2015). Social Media platforms
include Twitter, Facebook, Instagram, Snapchat,
LinkedIn (especially popular with B2B
companies) etc.
The active social media users around the world
are estimated to be 3.96 billion (Siraj et al.,
2021), which is 50.83% of the total world
population. And for this reason, Social Media
adoption is considered a critical factor to
improve performance for both large companies
and SMEs (Qalati et al., 2021). The
implementation of SMM will help companies
improve sales, broaden their audience to a global
level, increase brand and customer loyalty,
connect and engage with customers, gather
important data through metrics such as number
of likes, comments etc. (Qalati et al., 2021). For
example, a marketing campaign on Facebook
can be organized without any significant
contributions in terms of resources (Ainin et al.,
2015). Michaelidou et al. (2011) cites a study
done by Cone (2008) who presented that 93% of
social media user believe that companies should
have social media as the technology can help
eliminate several threats and risks for SMEs
(Dahnil et al., 2014). For example: Social media
marketing enables SMEs to compete with giant
companies and even helps them gain awareness
in foreign markets.
However, there are also certain benefits that
SMEs can exploit. For example; it’s not
unnatural for governments to provide special
attention to SMEs (Qalati et al., 2021). This is
also the case for Sri Lanka where several funds
have been set up for SMEs such as the
Technology Transfer and Development Fund
(TTDF) (Ministry of Industry and Commerce,
n.d.). Further, despite Sri Lankan organizations
having a centralized power system, Ifran (2016)
also found that Sri Lankan organizations are also
have a collectivist culture. This means that
employees and employer generally have a good
relationship with each other and usually treat
each other like family (Ifran, 2016). This would
encourage employee to present their ideas to
management, leading better chances of the
adoption of digital technology. Overall, SMEs in
Sri Lanka are very diverse, and each have their
own requirements and methods of carrying out
their operations (“Small and Medium
Enterprises”, 2022).
12.3.
Theoretical Framework and
Hypotheses Development
In this section of the literature review, the
researcher will identify the factors that have the
15
ANNUAL INTERNATIONAL CONFERENCE ON BUSINESS INNOVATION (ICOBI) 2022
power to encourage or discourage the
implementation of Digital Marketing strategies
by SMEs. This section will be supported through
evidence obtained after examining several
journal articles and empirical research and
applying them in the context of Sri Lanka. This
research will particularly focus on the effects of
these factors on Social Media Marketing (SMM)
as social media is one of the cheapest modes of
digital marketing available and is more likely that
such technology would be available to be used by
SMEs.
Empirical evidence has been found that states
that the TOE framework is the most suitable to
analyse the technology-adoption by SMEs
(Qalati et al., 2020; Qalati et al., 2021; Ahmad et
al., 2019). TOE model is the only technology
adoption model that considers the human aspect
through the organizational construct, which is a
necessary factor to meet this paper’s research
objectives and the researcher plans to investigate
SMEs in Sri Lanka as whole, and therefore the
researcher has deemed the TOE framework as a
valid framework to utilize.
12.3.1. Technology-OrganizationEnvironment (TOE) Model
6.3.1.1. Technological Construct
Technology construct of the TOE model shows
the characteristics of the technology to be
adopted (Qalati et al., 2020; Samsudeen et al.,
2021), which in this research, is social media.
The technology factors that this study will focus
on are relative advantage, compatibility,
trialability, complexity, interactivity and costeffectiveness (Qalati et al., 2021).
The researcher has discovered when conducting
the literature review that most studies relating to
the adoption of technology utilize the
Technology Acceptance Model (TAM)
(Chatterjee & Kar, 2020) or the TechnologyOrganization-Environment (TOE) model (Qalati
et al., 2021). The main issue with the TAM
framework is that it mainly focuses on two
components when dealing with technology
adoption: Perceived Usefulness and Perceived
Ease of Use (Chatterjee & Kar, 2020). These two
factors only relate to the particular innovation
that is to be adopted. However, company
technology adoption decisions have outside
factors affecting them as well, such as employee
skill level, top management support, competitive
pressures etc.
Relative advantage understands how much better
the
innovation
or
technology
under
consideration is relative to the current
technology being used by the company (Ahmad
et al., 2019; Qalati et al., 2021; Qalati et al.,
2020). Yaseen et al. (2021) cites Oliveira et al.
(2014) when explaining that there will be a
stronger incentive to adopt innovations and
technology when they are “simple, unambiguous
benefits in terms of strategic performance and
organizational efficiency.” This statement is in
agreement with the research by Alshamaila et al.
(2013) and Samsudeen et al. (2021). Social
media is proven to help organizations in rapid
and clear communication with customers (Qalati
et al., 2021), are cost effective (Chatterjee & Kar,
2021), help with knowledge sharing and improve
the overall organizational performance (Qalati et
al., 2020). Qalati et al., (2021) proved this with
their study on SMEs in Pakistan which
concluded that relative advantage is a strong and
essential factor in determining SMEs’ decision
to adopt SMM. Another research on SMEs
conducted in 2020, also conducted in Pakistan,
displayed a positive relationship between
The researcher will be using the TOE framework
to understand the relationship between
motivating factors and SMEs’ intention for
adoption of Digital Marketing. The TOE
framework represents a segment of the
technology adoption process of a company that
showcases how the three different elements of a
firm’s context influences the decision to adopt
and implement of an innovation (Baker, 2011).
The TOE model goes beyond the TAM model’s
scope by analysing not just the technological
factors affecting innovation adoption, but also
the environmental factors and the organizational
factors, and can explain adoption in industrial
and national context (AlSharji et al., 2018).
16
ANNUAL INTERNATIONAL CONFERENCE ON BUSINESS INNOVATION (ICOBI) 2022
waters and expenditure won’t be so high on the
test run. However, Samsudeen et al. (2021)
found a negative relationshipbetween trialability
and social media adoption by SMEs. Ahmad et
al. (2019) also found no significant relationship
between trialability and SMEs intention to adopt
SMM. One reason for the negative relationship
between trialability and SMM adoption may be
because it’s a low cost/low risk option (Ahmad
et al., 2019) and therefore even SMEs may not
see a need to test it out, because if the SMM
attempt fails, the company won’t suffer a huge
loss.
relative advantage the decision to adopt of SMM
(Qalati et al., 2020). However, Ahmad et al.
(2019) and AlSharji et al. (2018) found there was
no significant relationship between relative
advantages and the intention of SMEs to adopt
SMM.
Gamage (2019) cites Roger (2003) when
defining compatibility as the degree to which the
technology or innovation match the values,
behaviour, past experiences and needs of the
organization. Samsudeen et al. (2021) states that
the compatibility between a technology and an
organization’s culture, behaviour, tradition etc.
has a huge impact on whether the technology
will be adopted or not, and is considered an
essential factor when determining if an
innovation shouldbe adopted (Ainin et al., 2015).
Alshamaila et al. (2013) cites Thomg (1999)
when stating that compatibility has a strong
influence over the adoption of the said
innovation. As SMM is low cost and easy to use
(Qalati et al., 2021), it is acceptable to assume
that it is compatible SMEs’ tighter budgets.
Ainin et al. (2015) conducted a study into
Facebook marketing adoption by SMEs, which
also proved that there is a positive relationship
between compatibility and the adoption of
Facebook marketing. Samsudeen (2021) also
arrived at a similar result where compatibility
has a positive relationship with the adoption of
SMM. However, Ahmad et al. (2019) found no
significant relationship between compatibility
and the intention to adopt SMM by SMEs.
Complexity refers to how easy a particular
technology or innovation is to use for a business
(Samsudeen et al., 2021). SMEs would be less
likely to adopt an innovation or technology if
they are too complex and require training to be
handled, especially since SMEs would have a
tighter budget than larger companies (AlSharji
et al., 2018). Samsudeen et al. (2021) and
Ahmadet al. (2019) have proven that the level of
complexity of social media does affect SME’s
decision to adopt SMM. The study into
Malaysian SMEs by Abbasi et al. (2022),
however, showed no significant relationship
between complexity and SMEs’ intention to
adopt SMM. This contradiction would definitely
need to be investigated through this study.
Interactivity refers the degree to which
companies can interact using social media
(Qalati et al., 2021; Qalati et al., 2020). Social
media is considered to be a highly interactive
form of media as it enables two-way
communication with customers via comments,
direct messages, likes and mentions, unlike
forms of one-way advertising such as television
advertisement (Ainin et al., 2015). This would
allow SMEs to learn more about the customer by
interacting with them enabling them to build
loyalty and customize marketing campaigns.
Qalati et al. (2021) has found that interactivity
has a positive relationship with SME adoption
and has strong connection. Ainin et al. (2015)
and Qalati et al. (2020) came to the same
conclusion regarding interactivity and SME
Alshamaila et al. (2013) cites Roger (2003) when
defining trialability as the degree to which an
innovation or technology maybe be tested out,
before full adoption, for a limited period of time.
Trialability helps reject or confirm any doubts
that exist with the use of a particular technology
and is, therefore, considered an important factor
when adopting digital technology (Samsudeen et
al., 2021), especially in an increasingly digital
world like today. SMMis a low cost marketing
method, and so having a trial run before launch
is stated to be very beneficial for SMEs
(Samsudeen et al., 2021) as it helps test out the
17
ANNUAL INTERNATIONAL CONFERENCE ON BUSINESS INNOVATION (ICOBI) 2022
adoption of Facebook. There are very few
researches investigating interactivity and social
media adoption and it is very interesting to see
how this would apply in the context of Sri Lanka.
Managerial support is the consent from the
manager to adopt or implement a new technology
or innovation in the business (Qalati et al.,
2021). The top management’s support is
considered to be a vital role in the adoption of
technology and the reengineering of procedure
(Gamage, 2019; Abdollahzadehgan et al., n.d.).
Qalati et al. (2021) cites Ahani et al. (2017) when
they state that IT based technology acceptance in
the context of SMEs mainly rely on the top
management’s support for the idea. This is
because the top managers are able to influence
the opinions and attitudes of people at the
individual and organizational level (Trawnih et
al., 2021). There are several studies that show
that management support has a positive
relationship with SMEs’ intention to adopt SMM
(Ahmad et al., 2019; Abbasi et al., 2022; Qalati
et al., 2020; Trawnih et al., 2021; Qalati et al.,
2021). However, Samsudeen et al. (2021)
rejected the hypothesis that top management
support has a positive relationship with SMEs’
SMM adoption.
Cost-effectiveness refers to how useful and
beneficial a particular innovation or technology
is compared to its cost of implementing and
running (Qalati et al., 2021). Other literature
emphasizes the importance of cost-effectiveness
in technology adoption decisions (Qalati et al.,
2021; Ainin et al., 2015). Social media is
definitely considered a cost-effective form of
marketing compared to other forms of
marketing, as it is relatively low-cost, requires
little training to operate and it enables the
company to reach a wider (even global) audience
(Qalati et al., 2021; Ainin et al., 2015). The
extensive literature review conducted by the
author suggests that cost-effectiveness and
SME’s social media marketing adoption
decisions are in sync (Qalati et al., 2021; Ainin
et al., 2015; Chatterjee & Kar et al., 2020;
Abbasi et al., 2022).
Based on the information gathered from the
literature about top management support and
adoption of SMM by SMEs, the following
hypothesis was formulated:
H2- Top management support has an impact on
the adoption of SMM by SMEs
Based on the empirical evidence gathered above,
the following hypotheses are developed:
H1a- Relative advantage has an impact on the
adoption of SMM by SMEs
6.3.1.3. Environmental Construct
H1b- Compatibility has an impact on the
adoption of SMM by SMEs
Environmental construct refers to the external
environment in which the firm deals in (Qalati et
al., 2021: Ahmad et al., 2019). The researcher
focuses on the aspect of competitive pressures
and the bandwagon effect (Qalati et al., 2021).
Competitive pressure is the degree of rivalry
presiding in an industry as the result of
globalization, advancement of technology,
increasing knowledge and information etc.
(Samsudeen et al., 2021; Ahmad et al., 2019;
Trawnih et al., 2021). Competitive pressures are
stated to play a significant role in the adoption of
technology (Abbasi et al., 2022). This may be
because adopting new innovations help improve
competitiveness in a company (Ahmad et al.,
2019). During the pandemic, companies were
forced to adopt technologies into their business
H1c- Trialability does not have impact on the
adoption of SMM by SMEs
H1d- Complexity has an impact on the adoption
of SMM by SMEs
H1e- Interactivity has an impact on the adoption
of SMM by SMEs
H1f- Cost-effectiveness has an impact on the
adoption of SMM by SMEs
6.3.1.2. Organizational Construct
Organization construct usually involves number
of staff, revenue, extent of centralization and
formalization, managerial structures, turnover,
resources etc. (Samsudeen et al., 2021; Qalati et
al., 2020). This research will focus on the aspects
of management support (Qalati et al., 2021).
18
ANNUAL INTERNATIONAL CONFERENCE ON BUSINESS INNOVATION (ICOBI) 2022
practices in order to survive and remain
competitive in their respective industries
(Trawnih et al., 2021). This is proven to be true
in the case of SMM, as Qalati et al. (2021) has
presented that competitive pressure have a
positive relationship with SMEs’ intention to
adopt SMM.
Bandwagon effect (also known as the Contagion
effect) is a psychological term used to explain
how a company may adopt a practice, social
media in the case of this study, simply because
the competitor adopted it as well and not for any
strategic reason (Qalati et al., 2021; AlSharji et
al., 2018; Samsudeen et al., 2021; Ahmad et al.,
2019). The more companies that adopt social
media, the greater the pressure for the company
to adopt social media (Qalati et al., 2021). The
Bandwagon effect was proved to exist with
SMEs in their SMM adoption decisions (Qalati
et al., 2021; AlSharji et al., 2018; Samsudeen et
al., 2021; Ahmad et al., 2019). The bandwagon
effect on SME social media adoption has rarely
been investigated and its effect on Sri Lankan
SMEs would add another dimension to the
existing studies.
With the following evidence gathered through
reviewing existing literature, the following
hypotheses were formed:
H3a- Competitive pressure impacts the adoption
of SMM by SMEs
H3b- Bandwagon effect impacts the adoption of
SMM by SMEs.
13. METHODOLOGY
13.1.
Research Design and Sample
The researcher of this study proposes a mixed
method of data collection and research to prove
or disprove and validate the hypothesized
relationships between the independent and
19
ANNUAL INTERNATIONAL CONFERENCE ON BUSINESS INNOVATION (ICOBI) 2022
dependent variable. The study should employ the
non-probability sampling techniques and it is
recommended that a hybrid of convenience
lankayp.com. Social networking services such as
LinkedIn would also be used to select a sample.
It is recommended that the data collected come
sampling and snowball sampling is used for this
study, as the combination would result in quick,
easy, and cost-effective data collection and the
use of snowball sampling would give access to a
wider sample, providing more data for the
hypothesis testing and validation. Purposive
sampling can be used for the interviews as the
researcher needs to be sure that the candidate tobe-interviewed has the right qualifications and
insight to answer the questions (Bhardwaj, 2019;
Qalati et al., 2021; Bafarasat, 2021). The sample
of this study would include owner/managers
working in SMEs in Sri Lanka and the
companies would be selected through the list of
companies provided by the Sri Lanka
Accounting and Auditing Standards Monitoring
Board websites and other websites such as
from at least 200 participants for the survey, 10
participants for the interviews, and that the
sample should not be restricted to any single city
or province, but consider SMEs from all over the
country.
13.2.
Data Collection
13.2.1. Online Surveys
Data will be collected through an online survey.
The researcher finds a survey as the most
suitable data collection method for this study as
this study intents to examine SMEs from the
entire country, and Denscombe (1998) has stated
that survey is suitable to serve studies that havea
wide coverage. Surveys are a cost-effective and
swift data collection method which is ideal given
the number of recipients expected (Denscombe,
20
ANNUAL INTERNATIONAL CONFERENCE ON BUSINESS INNOVATION (ICOBI) 2022
1998). Further, survey respondents will be
providing pre-coded answers which is the most
suited for the data analysis required for
hypothesis testing (Denscombe, 1998). The
researcher has found that surveys appear to be
the most popular data collection form amongst
similar studies (Qalati et al., 2020; Qalati et al.,
2021;Ainin et al., 2015; Chatterjee & Kar, 2020;
AlSharji et al., 2018).
their perception of the wider environment, and
how it applies to SMM adoption, it can help gain
a deeper understanding as to why SMEs may
feel a certain way relating one of the
aforementioned factors under the TOE
framework and social media, making up for the
weaknesses of the survey method used
(Denscombe, 1998). The researcher would not
only be able to test the hypotheses, but also
understand the reasoning behind the results.
A problem with survey data collection is that
there is a fixed set of answers. Further, there is
room for bias and misunderstanding which can
lead to less accurate results. The researcher will
need to accept that in a survey study, data
collection may not go according to plan (i.e.:
incomplete submissions, delayed submissions
etc.). Suitable contingencies need to be in place.
To obtain the planned 200 responses, the
researcher recommends contacting at least 1,000
possible survey candidates with the online
survey attached.
Further, the accuracy of the data collected and
the results of the data collected through the
survey can be used to validate through the results
from the interviews by matching the results from
the interview with the findings from the survey
(Denscombe, 1998).
The researcher recommends a semi-structed
interview so that the researcher is able to get the
interviews to elaborate on their answers, and
respond to the answers given, to completely
eliminate bias and collect as much relevant data
as possible. At least 10 participants, who are
owner/managers of SMEs, must be interviewed
and they would need to be from different areas
of the country. The recommended mode to carry
out the interviews is via Zoom or Skype (internet
interviews), as the interview sample is expected
to be geographically widespread, and is much
easier to schedule a time for the participants, and
is less costly (Denscombe, 1998).
The survey will be created using Google Forms
and will be distributed via E-mail, WhatsApp,
Telegram and LinkedIn. There will be a total of
40 questions in the survey, five of which are
common questions to get a brief overview about
the recipient, their company, and the company’s
SMM adoption status. The common questions
will be formatted as multiple choice questions,
and the questions relating to the three contexts
will use the 5-point Likert scales (1= “Strongly
disagree”; 5= “Strongly agree”) to allow
recipients to record their responses.
14. CONCLUSION
This study intends to understand the factors that
motivate SMEs in Sri Lanka to adopt SMM
technology for their businesses. The researcher
conducts an extensive literature review to
understand findings of similar studies and uses
the TOE model to develop the hypotheses for
thisstudy. The researcher has proposed two data
collection methods for the proposed research
plan: online surveys and interviews. Online
survey should prove useful in the hypotheses
testing and the interview data would help
confirming the findings from the analysed
13.2.2. Interviews
Interviews will be the second data collection
form used to collect qualitative data. The reason
the researcher has incorporated interviews along
with an online survey is twofold: as mentioned,
survey data has several issues as such as being
subjected to bias, or the participant failing to
understand the question, which can lead to
inaccurate results. According to Denscombe
(1998), interviews are able to understand a
participant’s opinions, feelings and perception,
and since this study focuses on SME’s mindsets,
21
ANNUAL INTERNATIONAL CONFERENCE ON BUSINESS INNOVATION (ICOBI) 2022
survey data and help understand the reasoning
behind the results.
SMEs in the north east of England: A multiperspective framework. Journal of
Enterprise
Information Management,
26(3),
250–275.
https://doi.org/10.1108/174103913113252
25
AlSharji, A., Ahmad, S. Z., & Abu Bakar, A. R.
(2018). Understanding social media
adoption in SMEs: Empirical evidence
from the United Arab Emirates. Journal of
Entrepreneurship in Emerging Economies,
10(2),
302–328.
https://doi.org/10.1108/JEEE-0820170058
Baker, J. (2012). The Technology–Organization–
Environment Framework (pp. 231–245).
https://doi.org/10.1007/978-1-4419-61082_12
Bhardwaj, P. (2019). Types of sampling in
research. Journal of the Practice of
Cardiovascular Sciences, 5(3), 157.
https://doi.org/10.4103/jpcs.jpcs_62_19
Chatterjee, S., & Kumar Kar, A. (2020). Why do
small and medium enterprises use social
media marketing and what is the impact:
Empirical
insights
from
India.
International Journal of Information
Management,
53.
https://doi.org/10.1016/j.ijinfomgt.2020.10
2103
Dahnil, M. I., Marzuki, K. M., Langgat, J., &
Fabeil, N. F. (2014). Factors Influencing
SMEs Adoption of Social Media
Marketing. Procedia - Social and
Behavioral Sciences, 148, 119– 126.
https://doi.org/10.1016/j.sbspro.2014.07.0
25
Denscombe, M. (1998). The Good Research
Guide: for small-scale social research
projects.
4th Edition. Berkshire: Open University Press.
REFERENCES
Abdollahzadehgan, A., Razak, A., Hussin, C.,
Gohary, M. M., & Amini, M. (n.d.). The
Organizational Critical Success Factors
for Adopting Cloud Computing in SMEs.
http://ssrn.com/abstract=2333028http://se
minar.utmspace.edu.my/jisri/
Adam, M., Ibrahim, M., Ikramuddin., &
Syahputra, H. (2020). The Role of Digital
Marketing Platforms on Supply Chain
Management for Customer Satisfaction and
Loyalty in Small and Medium Enterprises
(SMEs) at Indonesia. International Journal
of Suppl Chain Management, 9 (3), 12101220. http://excelingtech.co.uk/
Ainin, S., Parveen, F., Moghavvemi, S., Jaafar,
N. I., & Shuib, N. L. M. (2015). Factors
influencing the use of social media by
SMEs and its performance outcomes.
Industrial Management and Data Systems,
115(3),
570–588.
https://doi.org/10.1108/IMDS-07-20140205
Ali Abbasi, G., Abdul Rahim, N. F., Wu, H.,
Iranmanesh, M., & Keong, B. N. C. (2022).
Determinants of SME’s Social Media
Marketing Adoption: Competitive Industry
as a Moderator. SAGE Open, 12(1).
https://doi.org/10.1177/215824402110672
20
Ahmad, S. Z., Abu Bakar, A. R., & Ahmad, N.
(2019). Social media adoption and its
impacton firm performance: the case of the
UAE.
International
Journal
of
Entrepreneurial Behaviour and Research,
25(1),
84–111.
https://doi.org/10.1108/IJEBR-08-20170299
Alkhater, N., Walters, R., & Wills, G. (2018). An
empirical study of factors influencing cloud
adoption
among
private
sector
organisations. Telematics and Informatics,
35(1),
38–
54.
https://doi.org/10.1016/j.tele.2017.09.017
Alshamaila, Y., Papagiannidis, S., & Li, F.
(2013). Cloud computing adoption by
Gamage, T. C. (2019). Determinants of Cloud
Computing Adoption among SMEs in Sri
Lanka: A Meta Theoretical Framework.
International Journal of Asian Social
Science,
9(2),
189–203.
https://doi.org/10.18488/journal.1.2019.92
.189.203
Hemachandra, S., & Sharkasi, N. (n.d.). The
Acceleration of Digital Maturity during the
22
ANNUAL INTERNATIONAL CONFERENCE ON BUSINESS INNOVATION (ICOBI) 2022
COVID-19 Pandemic in the Retail Industry
in Sri Lanka. www.intechopen.com
Irfan, M.I.M. (2017). Cultural Dimensions of
Hofstede
and
Their
Impact
on
Organizational Performance in Sri Lanka
View project Citizens’ Trust View project
Cultural Dimensions ofHofstede and Their
Impact on Organizational Performance in
Sri Lanka.
Imperial Journal of
Interdisciplinary Research (IJIR), 2(10).
2).
https://www.researchgate.net/publication/3
25393198
Perera, L. A. P. C., Rathnayaka, B. R. M. G. M.,
& Bopage, Y. W. (2021). Effect of Digital
Marketing Strategies on Destination
Choice of Domestic Travelers during Post
COVID 19 Waves: Special Reference to
Ella, Sri Lanka.
Qalati, S. A., Li, W., Vela, E. G., Bux, A.,
Barbosa, B., & Herzallah, A. M. (2020).
Effects of Technological, Organizational,
and Environmental Factors on Social
Media Adoption. Journal of Asian Finance,
Economics and Business, 7(10), 989–998.
https://doi.org/10.13106/jafeb.2020.vol7.n
o10.989
James, L. (2020). Impact of Digital Marketing on
SME Growth in South Asia: A Case Study
on Faheem Haydar Dealzmag. SA business
press
Journal.
https://ssrn.com/abstract=3758480
Karatum, S. (2017). THE PLACE OF DIGITAL
MARKETING ON TURKISH SMALL
BUSINESSES. In Journal of International
Trade, Logistics and Law (Vol. 3, Issue 2).
http://www.resmigazete.gov.tr/eskiler/201
2/11/20121104-11.htm
Qalati, S. A., Yuan, L. W., Khan, M. A. S., &
Anwar, F. (2021). A mediated model on the
adoption of social media and SMEs’
performance in developing countries.
Technology
in
Society,
64.
https://doi.org/10.1016/j.techsoc.2020.101
513
Michaelidou, N., Siamagka, N. T., &
Christodoulides, G. (2011). Usage, barriers
and measurement of social media
marketing: An exploratory investigation of
small and medium B2B brands. Industrial
Marketing Management, 40(7), 1153–
1159.
https://doi.org/10.1016/j.indmarman.2011.
09.009
Rassool, R., & Dissanayake, R. (2019). DIGITAL
TRANSFORMATION FOR SMALL &
MEDIUM ENTERPRISES (SMES): WITH
SPECIAL FOCUS ON SRI LANKAN
CONTEXT
AS
AN
EMERGING
ECONOMY Impact of digitalisation on
business models View project Social
Cohesion
View
project,
7(4),
59-76.
https://www.researchgate.net/publication/3
35028085
Ministry of Industry and Commerce. (n.d.).
National Policy Framework for Small
Medium Enterprise (SME) Development.
Colombo: Department of Industries.
Available
at:
https://libguides.ucd.ie/harvardstyle/harvar
doffpubs#:~:text=Report%2FGovernment
%20age
ncy%20publication,%5BAccessed%20Da
y%20Month%20Year%5D.
(Accessed
June 10th 2022).
Rathnaweera,
R.P.S.K.,
Dharmarathna,
B.V.D.R., & Jaysekara, B.M.T.D. (2021).
Effectiveness of Digital Media Platforms in
Promoting and Marketing Sri Lanka
Tourism “Fostering Opportunities for
Technopreneurship in the New Normal.”
(2021).
Nuseir, M. T. (2018). Digital media impact on
smes performance in the The Role of
DigitalMarketing in Business Performance
with the Moderating Effect of Environment
Factors among SMEs of UAE View
project. In Article in Academy of
Entrepreneurship Journal (Vol. 24, Issue
Redjeki, F., & Affandi, A. (2021). Utilization of
Digital Marketing for MSME Players as
Value Creation for Customers during the
COVID-19 Pandemic. In International
23
ANNUAL INTERNATIONAL CONFERENCE ON BUSINESS INNOVATION (ICOBI) 2022
Journal of Science and Society (Vol. 3,
Issue 1). http://ijsoc.goacademica.com
Practice
(e-journal).
5113.
https://digitalcommons.unl.edu/libphilprac
/5113
Saif, N., Busaidi, A., Fellow, P., Bashar, A., Phd,
B., & Zulkifli, N. (2019). The Critical
Review on the Adoption of ICTs in the
Small and Medium Enterprises (SMEs) in
the Developing Countries. International
Journal of Small and Medium Enterprises,
2(2).
Trawnih, A., Yaseen, H., Al-Adwan, A. S.,
Alsoud, A. R., & Jaber, O. A. (2021).
Factors influencing social media adoption
among smes during COVID-19 crisis.
Journal of Management Information and
Decision Sciences, 24(6), 1-18.
Samsudeen, S. N., Thelijjagoda, S., & Sanjeetha,
M. B. F. (2021). Social Media Adoption:
Small and Medium-sized Enterprises’
Perspective in Sri Lanka. Journal of Asian
Finance, Economics and Business, 8(1),
759–766.
https://doi.org/10.13106/jafeb.2021.vol8.n
o1.759
Weerarathna, R.S., Rathnayaka, R.N.M.N.,
Perera, L.R.G.H., Kaluarachchi, K.R.M.,
Wickramasena, D.N., Arambawatta, L.V.,
& Wellgodapola, H.W.M.C. (2022). The
changing face of HR professionals’
expectations amidst COVID-19: a
comparison in between Sri Lanka and
foreign context. Quality & Quantity.
https://doi.org/10.1007/s11135-02201533-3
Setkute, J., & Dibb, S. (2022). “Old boys’ club”:
Barriers to digital marketing in small B2B
firms. Industrial Marketing Management,
102,
266–279.
https://doi.org/10.1016/j.indmarman.2022.
01.022
Yaseen, H., Al-Adwan, A. S., Nofal, M., Hmoud,
H., & Abujassar, R. S. (2021). Factors
Influencing Cloud Computing Adoption
Among SMEs: The Jordanian Context.
Information
Development.
https://doi.org/10.1177/026666692110479
16
Siraj, A. S. M., Vajra, M., & Pretheeba, P.
(2021). Social Media Usage and Business
Performance among Small and Medium
Scale Marketers in Batticaloa, Sri-Lanka.
Wayamba Journal of Management, 12(2),
297.
https://doi.org/10.4038/wjm.v12i2.7542
Zahay,
D. (2015). Digital Marketing
Management: a handbook for the current
(or future) CEO. 1st Edition. New York:
Business Expert Press.
Skafi, M., Yunis, M. M., & Zekri, A. (2020).
Factors influencing SMEs’ adoption of
cloud computing services in Lebanon: An
empirical analysis using TOE and
contextual theory. IEEE Access, 8, 79169–
79181.
https://doi.org/10.1109/ACCESS.2020.298
7331
Zhuang, C., Lin, S., & Lin, F. (2017). THE
ANALYSIS OF DIGITAL MARKETING
AMONG SMES IN CHAOZHOU CITY.
Advances in Economics, Business and
Management Research,37.
Suroso, A., & Rafina, A. (2021). Motivation of
SME
adopt
Digital
Marketing.
International Journal of Innovations,
Creativity and Change, 15(9), 696-710.
www.ijicc.net
Thaha, A. R., Maulina, E., Muftiadi, R. A., and
Alexandri, M. B. (2021). "Digital
Marketing and SMEs: A Systematic
Mapping Study". Library Philosophy and
24
View publication stats