Digital entrepreneurial marketing bricolage: shaping technology-in-practice

Abstract

Purpose The use of digital marketing technologies remains low in Small Medium Enterprises (SMEs), with digital transformation being a concern for governments globally. This study reports on the human-technology interaction process, using digital entrepreneurial marketing (DEM) bricolage and a sociomateriality lens to examine more deeply organisational interaction between marketers and digital marketing technologies in these firms. Design/methodology/approach A qualitative case study and purposive sampling approach are deployed, using seven SMEs in the same UK region. A bricolage and sociomateriality framework and template analysis are used to identify digital marketing strategies and challenges, levels of digital marketing bricolage and assess the value for each firm. Findings Firms practice different levels of DEM bricolage depending on the interactions of the marketers with digital marketing tools. Those marketers in firms who had higher levels of interaction between the human and the technological provided greater long-term strategic value for the SME. Originality/value This is the first study to apply a sociomateriality lens to bricolage in an SME digital marketing context and allows us to view the way in which employees interact with digital marketing technology and create value. There is scarce empirical data in this area despite numerous calls in the developing field of entrepreneurship and digitalisation in small and growing firms.

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