Determinants of Consumer’s Acceptance of Digital Marketing Devices in Nigeria

Abstract

Digital Marketing Devices (DMD) as part of disruptive technology in marketing related activities is described as the use of the Internet, mobile devices, social media, search engines, and other channels to reach consumers. Arguably, TOE model is wildly recognized as a model for adoption/acceptance of technology related studies, its focus is largely on firm’s acceptance neglecting the customers or individual acceptance. Secondly, there has not been any scientific evidence proving how TOE influences the adoption of digital marketing devices at individual level. The objective of the study is to propose a holistic model that will integrate individual behavior in the existing TOE model for acceptance of DMD at the individual level. Acknowledging the existing model of TOE and theory of planned behavior, the study incorporated behavioral in the TOE model to develop Technology- Behavioral -Environment (TBE). The essence is to reflect individual behavior on the acceptance of innovation technology. The proposed framework provided a robust dimension to investigate individual-level technology acceptance.