The factors influencing digital marketing adoptim in servise-based SMEs in Albania and Kosovo: A TAM approach to barriers and challenges in Western Balkan economies

This study investigates the factors influencing the adoption of digital marketing by service-based SMEs in Albania and Kosovoand Kosovo using the Technology Acceptance Model (TAM). Methodology: An empirical quantitative approach was applied using a structured questionnaire targeting SMEs owners and managers. Key constructs included perceived usefulness (PU), perceived ease of use (PEOU), and behavioral intention to adopt digital marketing. Regression analysis and ANOVA were used to test relationships and group differences. Reliability of the questionnaire was confirmed using Cronbach’s Alpha (>0.8). Findings: PU and PEOU significantly influenced behavioral intention and actual adoption of digital marketing. External barriers such as limited digital skills, financial constraints, and inadequate institutional support also impacted adoption outcomes.  The study reinforces the relevance of the technology acceptance model in explaining digital marketing adoption by SMEs in the Western Balkans. Both PU and PEOU have significant impacts, with PU emerging as the stronger predictor of adoption.Contribution: The study extends TAM in the context of Western Balkan SMEs and provides actionable insights for managers, policymakers, and regional stakeholders to foster digital transformation. Random sampling was employed. The data collected will be coded and analyzed SPSS to test the proposed hypotheses through multiple linear regression, which will help elucidate the relationships between perceived ease of use, perceived value, and the desire to utilize digital marketing. Overall, the study reinforces the relevance of TAM in SMEs digitalization research and provides actionable insights for both practitioners and policymakers.