Sustainability and Crisis Communication in Small Enterprises: A Qualitative Study on PU, PEOU, and Digital Marketing Adoption

Abstract

This study explores the role of digital marketing strategies (DMS) in small enterprise sustainability, focusing on crisis communication. Using the Technology Acceptance Model (TAM), it examines how perceived usefulness (PU) and perceived ease of use (PEOU) influence DMS adoption. A qualitative approach with 26 participants, including business owners and digital marketers, was used. Findings show that DMS enhance crisis communication through better engagement and market visibility but face challenges like budget constraints and technological barriers. User-friendly tools (PEOU) and clear benefits (PU) drive adoption, supporting sustainability. Future research should expand on these findings with larger, quantitative studies to explore diverse business contexts.